Brand

Guidelines
Visual Identity
Jan 12 th

2024
INTRODUCTION

Welcome to the Tupperware brand guidelines.

®

These guidelines are designed to help you bring the

Tupperware brand to life. Read on for an intro to our
®

brand strategy, verbal and visual identity — and how to

use them to make sure we’re infusing our brand into
everything we put out into the world.

02
VISUAL IDENTITY GUIDELINES
What It Is Why We Need It

The most important things. TO DEFINE what the Tupperware® brand

is and what we want to be.
Our aim is to make sure that there is a
common language for what the Tupperware®
TO PROVIDE a vision to guide us.
brand stands for and how the brand is used
so that wherever, however and whenever
TO SPEAK with one voice across all markets.
people interact with our brand, they receive
the same consistent messaging.
TO RECLAIM our status as the leader in food
storage, conservation and sustainability.
Limited.
TO INSPIRE us to think bigger.
Saying fewer things more often helps our
audiences remember the key ideas that
differentiate the Tupperware® brand. This
focus means making trade-offs, so that
we’re identifying only the most important
messages.

03
VISUAL IDENTITY GUIDELINES
 Contents
01 The Tupperware® Brand 05 04 Color Palette 29 • Combining Typography Weights 53
• Our Goal 06 • Color Library 30 • Layout Variations 55
• Brand Strategy 07 • Suggested Pairings 31 • Font Treatment 59
• Visual Overview 08 • Pairings to Avoid 32
• Tupperware Blue 33 07 Photography  61
02 Verbal Identity  09 • Tupperware Blue Colour Variations 36 • Useful Is Beautiful 63
• Our Messaging 11 • Print Limitations 37 • Product Closeup + Hand 64
• Our Voice 12 • Color Variations 38 • Product Closeup + Ingredient 65
• Our Tagline 13 • Product Closeup + People 66
05 Brand Identifiers 40 • Product Closeup + Text 67
03 The Big T Icon & Wordmark 14 • Our Container 42 • E-Commerce & Catalog 68
NEW
• Meet Your Wordmark 16
NEW • Container & Different Formats 43 NEW • Multi-colored & Monochrome Products 69
NEW • The Big T Icon 21 • Container Restrictions 44 NEW • Products with prints 70
• Misuse of Wordmark 23
NEW • Icons and illustrations for the seasons 45 NEW • Product families with different colors 71
• Wordmark Over Images 24
NEW • Bars and digital backgrounds 46 NEW • Product families that lack colors 72
• The Original Badge 25
NEW • Our Tagline 26 06 Typography  50 08 Motion Principles 73
NEW • Wordmark + Tagline Integration 27 • Meet Your Type 51 • Wordmark in Motion 74
NEW • Big T + Tagline Integration 28 • Tracking, Kerning & Leading 52 • The Big T in Motion 75

04
VISUAL IDENTITY GUIDELINES
The
• Our Brand Strategy
• Visual Overview

Tupperware®

Brand

VISUAL IDENTITY GUIDELINES 01

THE TUPPERWARE® BRAND

Our Goal

Transform Tupperware to become a more ®

consumer forward brand that inspires another

77 years of love for current and future generations.

06
VISUAL IDENTITY GUIDELINES
THE TUPPERWARE® BRAND

Tupperware
Our Brand Strategy Our Voice
By celebrating everything that our products We’re keeping a whole new generation of
help our consumers achieve in and out of the consumers ready for anything – so we speak
Exists to kitchen, we will become more consumer-
centric and evolve our brand perception from
as a modern and relatable ally. Learn more
about what this means for our writing style
design innovative, ingenious products that transactional to modern and emotional. on page 09.
work beautifully to enrich your life in and
out of the kitchen.

Useful is Beautiful
BRAND IDEA

We Believe
• The more you use our products, the
more you’ll love them. ​
• Everything in your kitchen should spark
trust, confidence and joy. ​
• Good design preserves the planet as
much as it preserves your food. ​
• Saying ‘no’ to single use products and
saying ‘yes’ to reusable solutions.
07
VISUAL IDENTITY GUIDELINES
THE TUPPERWARE® BRAND

Visual Overview
The “Visual Overview” section serves as a
comprehensive guide, consolidating all the key
graphic elements that comprise the distinct visual
identity of the Tupperware® brand. From the iconic
Wordmark to the font treatment, the recognizable
Big T, the unique photo style, and the versatile
container shape, this section provides a holistic
understanding of the visual elements that bring the
Tupperware® brand to life.
Verbal
• Our Voice
• Our Messaging
• Our Tagline

Identity

VISUAL IDENTITY GUIDELINES 02

 Messaging and voice are
INTRODUCTION

the two halves of our verbal

identity — how we express
our brand in our writing.

10
VISUAL IDENTITY GUIDELINES
VERBAL IDENTITY

Our Messaging
These four messaging pillars embody our Try to use 1-3 of these ideas in every piece you
brand idea of Useful is Beautiful, making sure write. For more information and detailed
everyone who writes for Tupperware can guidance on how to use this framework,

The most important things to

consistently express it in their writing. You can consult our full voice and messaging
think of it as an evergreen content framework guidelines.
tell the world about our brand that guides everything we say.

Ingenious Design, Buy Once, Re�dy for Nurturing a

Flawless Function Love for Life Anything Sustainable Future
We carefully engineer all of our We design lifelong tools that you love, Our products give you the confidence Since 1946, we’ve been leading the
products to get the job done perfectly, trust, and reach for, for years to come. to take on your day with ease and joy. movement to better people and planet
simply and intuitively — every time. with truly sustainable solutions.

CONSUMERS CONSUMERS CONSUMERS CONSUMERS

Whether you’re slicing, dicing, freezing These are not just products. They’re Life’s a little bit easier and a lot more fun In a sea of “sustainable” options that
or storing, we’ve put in the work so your go-to allies for life, from prep to when you always know “you got this”. are anything but, you’re making a
everything in your kitchen and beyond play. better choice for you, your family
just… works. and the planet.

ASSOCIATES ASSOCIATES ASSOCIATES ASSOCIATES

You can be proud to know you’re working You’re shaping the next generation of Together, we’re helping make people's The work you do every day helps create
for a trusted company that makes a loved, lasting and iconic brand. lives easier and more joyful. a brighter future for all of us.
high-quality, intentionally-designed
products.

11
VERBAL IDENTITY
We want to shift perceptions from being a achieve their goals, and inspiring them to do
heritage, products-focused brand to a modern more.
Our Voice brand that keeps a whole new generation of
consumers ready for anything, in and out of the
That’s why our three voice attributes are
Welcoming, Purposeful, and Ingenious.
kitchen. You can find a complete breakdown of our
Our brand’s writing style So, we speak as their modern and relatable ally. voice, along with concrete tips and tricks on
As an ally, we’re always at their side through how to apply it to your writing, in our full
life: bringing warmth and joy, giving them capital. Voice & Messaging Guidelines
practical and useful info that helps them document.

Welcoming Purposeful Ingenious

Hosting is in our DNA – and we’re We’re not here to take up space. We want to inspire our consumers to
still today’s essential ally in the We’re here to connect our reimagine how stuff gets done in the
kitchen and beyond. consumers to the useful intel they kitchen and beyond.
need to get the job done.
That means we write with warmth That means we let readers in on our
and playfulness: putting ourselves in That means we say what we mean, secret, revealing a new way of seeing
our customers’ shoes, using modern, spotlight the main takeaways to things, an unexpected insight, or even
fresh language everyone can make it easy for readers, and cut out the detail that makes all the difference.
understand, and showing our own extra fluff.
excitement and enthusiasm. This doesn’t mean we’re overly clever.
But this doesn’t mean we’re spare or No one likes a know-it-all.
This doesn’t mean we’re overly cold — we’ll always be approachable
casual or eager. (Save your and friendly.
exclamation points.)

12
VERBAL IDENTITY

“Amazing Possibilities” is new Tupperware´s choose how to improve their day-to-day

Our Tagline captivating tagline, embodying our purpose,
values, and unwavering commitment to
activities, no matter where they are. It is
backed by a brand that always delivers quality
people around the world. It symbolizes the and reliability. With Amazing Possibilities, we
A powerful and impactful essence of what Tupperware offers to strive to provide innovative and trustworthy

statement about us. customers: incredible products so they can alternatives for everyday needs.

Amazing Possibilities

13
The Wordmark
• Meet Your Wordmark
• The Tupperware Big T
• Misuse of Wordmark

and Big T Icon

• Wordmark & Big T
Over Images

VISUAL IDENTITY GUIDELINES 03

 INTRODUCTION

The Tupperware Wordmark

and the Big T Icon and their
composition are essential
elements in creating a distinctive
and recognizable brand identity.

15
VISUAL IDENTITY GUIDELINES
BRAND IDENTIFIERS

Meet Your
Wordmark
The wordmark is the most recognizable and
widely used representation of the
Tupperware® brand. It is critical to ensure
that the wordmark is used with consistency
according to these guidelines.

The wordmark is the full Tupperware

wordmark. The opening lid on top provides
an immediate visual association for users,
creating a distinctive wordmark and
conveying usage of the our products.

We use the Registered Trademark R symbol

in many situations, but NOT ALL. Please
check with Kim Weate in legal for when to
use the R symbol.

16
BRAND IDENTIFIERS

Meet Your
Tailored Expression Distinction
Ensuring a unique visual identity that is not The distinction of type is achieved by creating

Wordmark
easily replicated by competitors. simple characters.

The open “T+u” Shorter “p” Cleaner “r”

lid “T” connection descender shoulder

Fixed hierarchy on
Registered symbol

Condensed “T”

Shorter “T” Deeper Tupperware shaped Iconic Tupperware Subtler “e”

“u” nick structure bowl silhouette shape finial

17
VISUAL IDENTITY GUIDELINES
BRAND IDENTIFIERS

Meet Your
Wordmark
The Tupperware Wordmark and registered
trademark “®” symbol must appear clearly
and legibly in all applications.*

Clear Space
3x

The clear space is the area surrounding the

entire Wordmark and must be kept free of 3x
any visual elements—text, graphics, borders,
patterns, other wordmarks, etc. It is equal to
1x
3X where X is the height of the bar or
horizontal line of the letter “T” in our
Wordmark, without considering the “seal”.

The registered trademark symbol “®” size

should also be equal to X and aligned to the 3x
bar or horizontal line of the letter “T” in our
Wordmark.
3x

Minimum Size
0.5” or 13mm minimum width suggested for print,
The minimum size is determined by 150 px minimum width suggested for digital
principles of legibility, rather than a spec.
Tupperware Wordmark mark and registered
trademark “®” symbol should always be
scaled large enough that they can both can
be clearly seen and understood.
*
It is important to note that there are also legal guidelines
for how to use the Company trademarks and when to use
the trademark registration symbols. Please see ________
(insert link to Legal Guidelines for Using Tupperware
Trademark and other Company Trademarks. 18
BRAND IDENTIFIERS

Meet Your
Wordmark
Registered Trademark sizes
Please follow these guidelines on how to use the
Wordmark and the registered trademark “®” in
different sizes.

The registered trademark symbol should be equal

to 1X where X is the height of the bar or horizontal
line of the letter “T” in our Wordmark, without
considering the “seal”. This only applies when the
registered trademark symbol is 1.2 mm or larger.

For smaller formats, where the Wordmark is

scaled down, the registered trademark symbol
should always be 1.2 mm. 1.2 mm

The minimum size the Wordmark (Tupperware)

can be is 13 mm.

This, to preserve the legibility and visual identity

and ensure a consistent and recognizable
presentation of our brand across different
0.12 cm

1.2 mm

contexts and print sizes.

0.12 cm

1.2 mm

1.2 mm
0.12 cm

13 mm

19
BRAND IDENTIFIERS

Meet Your
Wordmark
Registered Trademark sizes

When using the trademark symbol, since the

measurements and proportions are the
same as for the registered mark, please
follow the same guidelines.
3x

3x

1x

3x

3x

20
BRAND IDENTIFIERS

The Big T Icon

The Tupperware Big T is meant to be used to

help support the brand identity and build
equity with consumers to easily identify
Tupperware. Additionally, by putting a lid on
top of the T, the Big T embodies the ‘useful is
beautiful’ brand idea, effectively expressing
the functionality and practicality of
Tupperware® containers.

The Big T is simple, memorable and allows for

efficient communication depending on the
context. The Big T is scalable, adaptable and
versatile, and can effortlessly be
incorporated into various marketing
communications.

The Big T is used instead of a wordmark in

various situations to enhance brand
recognition and visual impact. It could be
employed as a favicon social media profile
picture, mobile app icon, and on brand
merchandise.

The Big T and Tupperware Wordmark should

not be mixed together to maintain
consistency and clarity in brand
representation.

21
BRAND IDENTIFIERS

The Big T Icon

Clear Space
The Big T should always be surrounded by a
defined amount of clear space. The clear
space is equal to 3X, where X is the height of
the horizontal stroke that connects the
upper and lower parts of the letter “T”, as 3x
shown on this page.

The clear space will serve to separate and

delineate the Big T from surrounding visual 1x
elements.

Positioning text and graphic elements

within the recommended clear space is not
acceptable (i.e., placing the identity within
the text of a sentence or phrase).

Minimum Size 3x
The minimum size is determined by
principles of legibility, rather than a spec.
The Big T icon should always be scaled large
enough that the letter "T" and the
"TM symbol" can be easily seen and
understood.

22
BRAND IDENTIFIERS

Misuse of
Wordmark
Examples of improper usage are DO NOT outline the wordmark DO NOT use shadows or other effects DO NOT mix Big T and the wordmark together.
demonstrated to provide essential guidance.
It is important that the wordmark is never
altered in any way and always presented
consistently. It is essential that the Wordmark
appears in and on the approved colors with no
visual effects applied.

DO NOT rotate the wordmark DO NOT create holding shapes for the wordmark
DO NOT place images over the wordmark

23
DO NOT change wordmark composition, avoid DO NOT distort or warp the wordmark DO NOT use multiple colors
altering the T.
BRAND IDENTIFIERS

Wordmark
Over Images

The Tupperware Wordmark and Big T can

be used on imagery when the image
includes an uninterrupted area that is able
to service as an appropriate background.

This area must be free of content and

visual elements that would interfere with
the Tupperware Wordmark or Big T.
Besides content and visual elements, color
and contrast are important factors for
maintaining the highest level of legibility.

For images with a light image background,

use the darker coloured “Tupperware”
Wordmark and “®” symbol. For images
with a dark image background, use the
lighter colored “Tupperware” Wordmark
and “®” symbol.

24
BRAND IDENTIFIERS

The Original Badge

The Badge’s primary purpose is to
communicate authenticity. The Badge
evokes timeles design cues, such as the
container shape and our sunburst lid design.
Color Treatment
Color combinations may be used. In these
instances, color combinations should follow
the “Suggested Pairings (pag 31)” section of
these guidelines. This will provide flexibility
and allow for creative expression, while
maintaining a consistent and recognizable
Tupperware® brand brand identity.

Usage
The Badge is used as a supporting device,
along with the Tupperware® Wordmark.
They are not to be locked-up together.
Instead, they should have close enough
proximity to validate the Tupperware®
brand as the true original since 1946.
The Badge should not be used on its own.

00
25
BRAND IDENTIFIERS

Our Tagline
Tagline Integration.
The integration of our tagline with our iconic
symbol creates a compelling fusion of
message and visual identity. By merging the
tagline with the Wordmark and the Big T, we
establish a powerful connection that
strengthens our brand identity and
resonates with our audience. Please follow
the next guidelines.

26
BRAND IDENTIFIERS

Wordmark + Tagline
Integration
The integration of our tagline with our iconic
symbol creates a compelling fusion of
message and visual identity. By merging the Wordmark + Tagline safe area
tagline with the Wordmark and the Big T, we
establish a powerful connection that 3x

strengthens our brand identity and

resonates with our audience. Please follow
3x

the next guidelines. 1x

Wordmark + Tagline
2x

1. The tagline must be written with EARL

SANS REGULAR and should always be
2x

centered with the wordmark. 2x

2. The height of the tagline should be 2x

from the distance from the bottom of the
Wordmark safe area.
3. The tagline safe area should have a
margin of 2 times its own height.

27
BRAND IDENTIFIERS

Big T + Tagline The Big T + Tagline

Integration
1. The slogan must be written with EARL
SANS REGULAR and should always be
aligned to the bottom of the Big T.
2. The slogan must be aligned with the
bottom of the Big T and not exceed 2x its
height at the top, regardless of the
silhouette of the Big T lid.
3. The safe area of the tagline must be
3x, similar to the safe area of the Big T.

The Big T + Tagline safe area

Extended Color Pairings
3x 1x
Explore the vast array of color
combinations to infuse visual diversity and
create a dynamic impact across different
contexts available in our extended color
1x
palette by referring to the “Suggested 2x
Pairings (pag 31)” section.

3x

28
Color
• Color Library
• Suggested Pairings
• Avoid these Pairings

Palette
• Tupperware Blue
• Tupperware Blue:
Color Variations
• Print Limitations
• Color Variations

VISUAL IDENTITY GUIDELINES 04

 SHADES

COLOR PALETTE

Color Library #00524F

C91 M47 Y62 K36
#003A00
C81 M48 Y94 K61
#011461
C100 M96 Y27 K31
#785200
C41 M60 Y100 K33
#613400
C41 M72 Y100 K50
#7D1900
C30 M96 Y100 K39
#292929
C71 M65 Y64 K67
#52112D
C47 M93 Y56 K57
#4D1773
C84 M100 Y20 K11
R0 G82 B79 R0 G58 B0 R1 G20 B97 R120 G82 B0 R97 G52 B0 R125 G25 B0 R41 G41 B41 R82 G17 B45 R77 G23 B115
Color Palette PMS 7721 C PMS 7484 C PMS 2147 C PMS 7512 C PMS 724 C PMS 1807 C BLACK 2C PMS 1955 C PMS 267 C

We created a timeless color palette wide

enough to support product categorization.
The Tupperware® Blue (Pantone 318 C) is our CORE
main packaging color. The Tupperware color
palette is used in all branded materials.
Specific Pantone® numbers are provided for
color matching and spot color ink for print
applications. Process color (CMYK) values
are provided for 4-color print needs. RGB
color values have also been provided for
digital applications.

Core Colors
The colors from our core palette are the
dominant colors used in our system.

Tints
We use the tints palette to extend the range
of the primary palette and to introduce
TUPPERWARE FRESH OCEAN SUNSHINE CITRUS RADIANT SIMPLE VIBRANT BERRY BLISS
variation and rhythm to our communications. BLUE GREEN BREEZE YELLOW ORANGE RED GRAY PINK PURPLE

Shades #7BD6DC #00C45B #476BFF #F2C200 #FF7500 #F03D0E #939598 #FF578B #BA5AED
C47 M0 Y16 K0 C74 M0 Y88 K0 C75 M61 Y0 K0 C6 M22 Y100 K0 C0 M67 Y100 K0 C0 M91 Y100 K0 C45 M36 Y35 K1 C0 M81 Y18 K0 C44 M71 Y0 K0
The shades palette provides contrast and R123 G214 B220 R0 G196 B91 R71 G107 B255 R242 G194 B0 R255 G117 B0 R240 G61 B14 R147 G149 B152 R255 G87 B139 R186 G90 B237
additional vibrancy. PMS 318 C PMS 7480 C PMS 2727 C PMS 7409 PMS 1585 PMS 3556 COOL GRAY 7C PMS 1915 PMS 265

TINTS

#DCF3FA #E5FFE4 #D9E6FF #FFF3B8 #FFE4AB #FFD4C4 #FFFFFF #F7DEF4 #EDD4FF

C12 M0 Y1 K0 C9 M0 Y14 K0 C13 M5 Y0 K0 C1 M2 Y34 K0 C0 M10 Y37 K0 C0 M20 Y18 K0 C0 M0 Y0 K0 C2 M15 Y0 K0 C7 M17 Y0 K0
R220 G243 B250 R229 G255 B228 R217 G230 B255 R255 G243 B184 R255 G228 B171 R255 G212 B196 R255 G255 B255 R247 G222 B244 R237 G212 B255
PMS 545 C PMS 2253 C PMS 2707 C PMS 7499 C PMS 148 C PMS 2337 C NA PMS 670 C PMS 2635 C
 #00524F #003A00 #011461 #785200 #613400 #7D1900 #292929 #52112D #4D1773
PMS 7721 C PMS 7484 C PMS 2147 C PMS 7512 C PMS 724 C PMS 1807 C BLACK 2C PMS 1955 C PMS 267 C

COLOR PALETTE

Hello! Hello! Hello! Hello! Hello! Hello! Hello! Hello! Hello!

Suggested #7BD6DC
PMS 318 C
#00C45B
PMS 7480 C
#476BFF
PMS 2727 C
#F2C200
PMS 7409
#FF7500
PMS 1585 C
#F03D0E
PMS 3556 C
#939598
COOL GRAY 7C
#FF578B
PMS 1915 C
#BA5AED
PMS 265 C

Pairings
Many color combinations are possible with
Hello! Hello! Hello! Hello! Hello! Hello! Hello! Hello! Hello!
#DCF3FA #E5FFE4 #D9E6FF #FFF3B8 #FFE4AB #FFD4C4 #FFFFFF #F7DEF4 #EDD4FF
our color palette, but not all are equally PMS 545 C PMS 2253 C PMS 2707 C PMS 7499 C PMS 148 C PMS 2337 C WHITE PMS 670 C PMS 2635 C
successful.
The color pairings on this page show a set of
color combinations that should be used for #7BD6DC #00C45B #476BFF #F2C200 #FF7500 #F03D0E #939598 #FF578B #BA5AED
text and background colors. These same PMS 318 C PMS 7480 C PMS 2727 C PMS 7409 PMS 1585 C PMS 3556 C COOL GRAY 7C PMS 1915 C PMS 265 C

color combinations apply when working with

our Wordmark, Big T, layouts, Original Badge
and any brand identifier.

When using the colors together, primarily

with text, ADA compliance should be
Hello! Hello! Hello! Hello! Hello! Hello! Hello! Hello! Hello!
#00524F #003A00 #011461 #785200 #613400 #7D1900 #292929 #52112D #4D1773
followed. This can be done in the following PMS 7721 C PMS 7484 C PMS 2147 C PMS 7512 C PMS 724 C PMS 1807 C BLACK 2C PMS 1955 C PMS 267 C
manner:
1. Core colored text can be used on shade
colors
2. Tint colored text can be used on shade
colors
#DCF3FA #E5FFE4 #D9E6FF #FFF3B8 #FFE4AB #FFD464 #FFFFFF #F7DEF4 #EDD4FF
PMS 545 C PMS 2253 C PMS 2707 C PMS 7499 C PMS 148 C PMS 2337 C WHITE PMS 670 C PMS 2635 C
3. Shade colored text can be used on both
core or tint colors
4. Tint and core colored text should NOT be
used on each other

Hello! Hello! Hello! Hello! Hello! Hello! Hello! Hello! Hello!

#00524F #003A00 #011461 #785200 #613400 #7D1900 #292929 #52112D #4D1773
PMS 7721 C PMS 7484 C PMS 2147 C PMS 7512 C PMS 724 C PMS 1807 C BLACK 2C PMS 1955 C PMS 267 C
 #00524F #003A00 #011461 #785200 #613400 #7D1900 #292929 #52112D #4D1773
PMS 7721 C PMS 7484 C PMS 2147 C PMS 7512 C PMS 724 C PMS 1807 C BLACK 2C PMS 1955 C PMS 267 C

COLOR PALETTE

Hello! Hello! Hello! Hello! Hello! Hello! Hello! Hello! Hello!

Avoid This #476BFF
PMS 2727 C
#FF7500
PMS 1585
#FF578B
PMS 1915
#7BD6DC
PMS 318 C
#00C45B
PMS 7480 C
#BA5AED
PMS 265
#F03D0E
PMS 3556
#939598
COOL GRAY 7C
#F2C200
PMS 7409

Pairing
While our design system embraces flexibility
Hello! Hello! Hello! Hello! Hello! Hello! Hello! Hello! Hello!
#D9E6FF #FFE4AB #F7DEF4 #DCF3FA #E5FFE4 #EDD4FF #FFD464 #FFFFFF #FFF3B8
when it comes to color usage, it is crucial to PMS 2707 C PMS 148 C PMS 670 C PMS 545 C PMS 2253 C PMS 2635 C PMS 2337 C WHITE PMS 7499 C
be aware of certain practices that may not
align with our design principles. In order to
maintain a cohesive and visually pleasing
#7BD6DC #00C45B #476BFF #F2C200 #FF7500 #F03D0E #939598 #FF578B #BA5AED
aesthetic, it is important to avoid common PMS 318 C PMS 7480 C PMS 2727 C PMS 7409 PMS 1585 PMS 3556 COOL GRAY 7C PMS 1915 PMS 265
color misuse. Here are some examples of
such misuse.
Hello! Hello! Hello! Hello! Hello! Hello! Hello! Hello! Hello!
#011461 #613400 #52112D #00524F #003A00 #4D1773 #7D1900 #292929 #785200
PMS 2147 C PMS 724 C PMS 1955 C PMS 7721 C PMS 7484 C PMS 267 C PMS 1807 C BLACK 2C PMS 7512 C

Hello!
#D9E6FF
Hello!
#FFE4AB
Hello!
#F7DEF4
Hello!
#DCF3FA
Hello!
#E5FFE4
Hello!
#EDD4FF
Hello!
#FFD464
Hello!
#FFFFFF
Hello!
#FFF3B8
PMS 2707 C PMS 148 C PMS 670 C PMS 545 C PMS 2253 C PMS 2635 C PMS 2337 C WHITE PMS 7499 C

#DCF3FA #E5FFE4 #D9E6FF #FFF3B8 #FFE4AB #FFD464 #FFFFFF #F7DEF4 #EDD4FF

PMS 545 C PMS 2253 C PMS 2707 C PMS 7499 C PMS 148 C PMS 2337 C WHITE PMS 670 C PMS 2635 C

Hello! Hello! Hello! Hello! Hello! Hello! Hello! Hello! Hello!

#011461 #613400 #52112D #00524F #003A00 #4D1773 #7D1900 #292929 #785200
PMS 2147 C PMS 724 C PMS 1955 C PMS 7721 C PMS 7484 C PMS 267 C PMS 1807 C BLACK 2C PMS 7512 C

Hello! Hello! Hello! Hello! Hello! Hello! Hello! Hello! Hello!

#476BFF #FF7500 #FF578B #7BD6DC #00C45B #BA5AED #F03D0E #939598 #F2C200
PMS 2727 C PMS 1585 PMS 1915 PMS 318 C PMS 7480 C PMS 265 PMS 3556 COOL GRAY 7C PMS 7409
COLOR PALETTE

Tupperware Blue
The Tupperware® Blue (Pantone 318 C) is our
dominant color and should always be used
consistently across all corporate
communications.

This distinct shade of blue represents the

essence of the Tupperware® brand and is a key
element in reinforcing our brand identity. It
should be prominently featured on packaging,
capturing the attention of consumers and
reinforcing the recognition of our products.
Consistent and strategic use of Tupperware
Blue not only strengthens our brand
recognition but also creates a cohesive visual
experience that resonates with our target
audience.

PANTONE
318 C
Tupperware Blue

33
COLOR PALETTE: PACKAGING

Tupperware Blue
Pantone 318 C

Pantone Black 2C

3-Bowl Set

Important: Colors in this image are for illustrative purposes only. Actual color may vary due to rendering. Please refer to the provided color codes in the ‘Color Library’ for accurate color representation. 34
COLOR PALETTE: IN STORE VISUAL

FPO

Important: Colors in this image are for illustrative purposes only. Actual color may vary due to rendering. Please refer to the provided color codes in the ‘Color Library’ for accurate color representation. 35

For more Packaging information go to the Packaging guidelines. Link

 #7BD6DC
#00524F
PMS 318 C
PMS 7721 C

COLOR PALETTE

The Primary
Color
Combinations
The Tupperware® Blue (Pantone 318 C) is our
dominant color and serves as the
cornerstone of our brand identity.
#00524F
Tupperware Blue, alongside its shades and #7BD6DC
PMS 7721 C
PMS 318 C
tints, should be consistently employed
across all corporate communications to
Tupperware Blue Variation 01 Tupperware Blue Variation 02
establish a strong and recognizable visual
presence.

To ensure versatility and visual harmony, #DCF3FA #00524F

approved color variations have been created PMS 545 C PMS 7721 C

using tonal versions of The Tupperware Blue,

“Tints” and “Shades”. For specific color
codes, please refer to our comprehensive
Color Library (pag 30), where you can find
the precise codes for each variation. By
adhering to these guidelines, we maintain a
cohesive and impactful color palette that
effectively represents the Tupperware®
brand in various contexts.

Shown are approved color variations that can

be applied to the Tupperware Big T and
Wordmark.

#00524F #DCF3FA
PMS 7721 C PMS 545 C
36
28
Tupperware Blue Variation 03 Tupperware Blue Variation 04
COLOR PALETTE

Print Limitations
When faced with printing limitations, it is
crucial to adapt and make the most of
available options for corporate
communications. In such cases, the
Tupperware black or white wordmark serves
as an ideal solution. Please choose the version
that is most suitable to ensure brand stand
out and accessbility.

37
 #785200 #F7DEF4
PMS 7512 C PMS 670 C

COLOR PALETTE

Color Variations
The Tupperware® Wordmark can be
showcased in various approved color
variations. These carefully curated options
provide an opportunity to infuse visual
diversity and create a dynamic impact across
different contexts.

Extended Color Pairings

Explore the vast array of color combinations
available in our extended color palette by #F2C200 #FF578B
PMS 7409 PMS 1915 C
referring to the “Suggested Pairings (pag 31)”
section.

#D9E6FF #003A00
PMS 2707 C PMS 7484 C

#476BFF #E5FFE4
PMS 2727 C PMS 2253 C
38
 #011461 #FF3B8
PMS 2147 C PMS 148 C

COLOR PALETTE

Color Variations
The Tupperware® Big T can be showcased
in various approved color variations. These
carefully curated options provide an
opportunity to infuse visual diversity and
create a dynamic impact across different
contexts.

Extended Color Pairings

Explore the vast array of color combinations
available in our extended color palette by #D9E6FF #FF7500
PMS 2707 C PMS 1585
referring to the “Suggested Pairings (pag 31)”
section.

#FFD4C4 #4D1773
PMS 2337 C PMS 267 C

#F03D0E #EDD4FF
PMS 3556 PMS 2635 C
39
Br�nd
• Our Container silhouette
• Container silhouette &
Different Formats

Identifiers
• Container silhouette
Restrictions

VISUAL IDENTITY GUIDELINES 05

INTRODUCTION

These brand identifiers, when

utilized effectively and consistently,
can help establish a strong visual
presence, reinforce brand recall, and
foster a sense of trust and
familiarity among consumers.

41
VISUAL IDENTITY GUIDELINES
BRAND IDENTIFIERS

Our Container
Silhouette
Shape
We’re turning the Tupperware® container
silhouette into an iconic asset that grounds
our visual identity. Endlessly adaptable, this
shape can contain different elements of our 47.5 º
visual identity, from text to icons to
photography.

It is essential to maintain a consistent ratio 42.5 º

regardless of its width or height. This ensures
that the shape remains true to the original
design and upholds the intended visual
identity.

Usage
The container silhouette is a storytelling
device used to showcase our brand story. It
embodies the impact of our products and
services on our clients and the world.

Properties
The perfect amalgamation of a circle and a
square, our container silhouette is a unique
shape with rounded corners and subtly curved
edges that is reminiscent of the iconic
Tupperware® container.

42

Find the editable file here. Link

BRAND IDENTIFIERS

Container
To hold Big T

Silhouette &
Different Formats
While the iconic 1:1 container silhouette will
anchor our identity, we can adapt this shape
to landscape or portrait for usefulness and
variety.

Shapes help organize and structure the layout

of an editorial composition. They can be used
to create grids, columns, and sections, Made with
Sustainable Resin
providing a logical flow and guiding the
reader’s eye through the content.

Usage

75%
Shapes can be used in the following ways to
create visually interesting and dynamic
compositions:
Find out how
1. For imagery
2. To hold text
less single-use
3. To hold Big T plastic
4. For infographics

Extended Color Pairings

Explore the vast array of color combinations
to infuse visual diversity and create a dynamic
impact across different contexts available in
our extended color palette by referring to the To hold call to action To hold text To hold imagery
“Suggested Pairings (pag 31)” section.

43
Find the editable file here. Link
BRAND IDENTIFIERS

Container
Silhouette
Restrictions
Examples of improper usage are

Hello!
demonstrated to provide essential guidance.
These restrictions for the container silhouette
are intended to maintain a consistent language
across various design materials and ensure a
visually appealing and cohesive presentation.

Improper Usage Image 1 Image 2

Please refrain from the following:

1. Do not create busy patterns or use too

many shapes in a single layout.
2. Do not outline the container silhouette.
3. Do not apply a combination of different core
colours to container silhouette within the
same layout. Refer to the combinations in the
“Suggested Pairings (pag 31)” section.
4. Use the right orientation for container
silhouette holding images. The image and
container silhouette should be proportionate
to each other to avoid creating imbalanced
layouts.

44

Image 3 Image 4
BRAND IDENTIFIERS

Icons and
illustrations for
the seasons
For an effective management of color, when
using icons or illustrations, please follow these
principles:

Keep the number of icons and illustrations to a

small number (remember “less is more”) and
use in the same color scheme as the asset and
should only accompany the copy to give
context of the season. Example: snowflakes
for winter or hearts for Valentine’s Day,
Chinese New Year, etc.

Refer to the color library in the “Color Library

(page 30)” section.

45
BRAND IDENTIFIERS

Bars and digital

backgrounds

For an effective management of color, when

using bars or creating digital backgrounds,
please follow these guidelines:

They should always be in the same color

scheme as the asset and with a plain
background. The use of patterns or drawings
is not allowed.

Refer to the color library in the “Color Library

(page 30)” section.

46

Image 3 Image 4
 Container silhouette with Imagery
BRAND IDENTIFIERS: CATALOGUE SPREAD

Container silhouette
with infographics

FPO
Container silhouette
with text

To hold
page numbers

Big T usage

Important: Colors in this image are for illustrative purposes only. Actual color may vary due to rendering. Please refer to the provided color codes in the ‘Color Library’ for accurate color representation. 47
BRAND IDENTIFIERS: LANDING PAGE FOR BRAND

To hold
call to action

To hold
Highlights

To hold
call to action

Important: Colors in this image are for illustrative purposes only. Actual color may vary due to rendering. Please refer to the provided color codes in the ‘Color Library’ for accurate color representation. 48
BRAND IDENTIFIERS: PACKAGING SLEEVE

The Original
Badge (Since 1946)

Tupperware Blue
Pantone 318 C

Important: Colors in this image are for illustrative purposes only. Actual color may vary due to rendering. Please refer to the provided color codes in the ‘Color Library’ for accurate color representation. 49
Typography
• Meet Your Type
• Tracking, Kerning, Leading
• Combining Typography
Weights
• Layout Restrictions
• Layout Variations
• Font Treatment

VISUAL IDENTITY GUIDELINES 06

TYPOGRAPHY

Meet Your Type

Primary typeface
Our primary typeface is Earl Sans — a custom, design flexibility and continuity. Earl Sans
modern, highly functional and professional sans works equally well for all levels and sizes of
serif typeface developed for Tupperware®. The type from headlines to body copy, both in
font contains five weights ranging from Thin print and on screen.
to Black that allow for both typographic

Earl Sans
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890

51
VISUAL IDENTITY GUIDELINES
TYPOGRAPHY

Tracking, Kerning
& Leading T H E T R AC K IN G & LE A DIN G A R E J U S T R IG H T T H E T R AC K IN G & LE A DIN G

A R E TO O T IG H T.
T H E T R AC K IN G & LE A DIN G

A R E TO O LO OS E .

Tracking is the overall spacing between

OUR HERITAGE OUR HERITAGE OUR HERITAGE
groups of letters, and kerning is the spacing
between individual letter forms. The tracking
of body text can usually be left as it was The Story Of The Story Of The Story Of
designed: 0 units of tracking.
The larger the text, the tighter the tracking
Containers Containers Containers
should be.
This is a sample text: Our This is a sample text:
primary typeface is This is a sample text: Our Our primary typeface
Leading is the difference between the primary typeface is
Earl Sans — a custom, Earl Sans — a custom, is Earl Sans — a
baseline of the types. In simple terms, the modern, highly functional
modern, highly functional and professional sans serif custom, modern, highly
distance between the two lines of text. typeface developed for
and professional sans serif Tupperware. functional and
typeface. professional sans serif
These layout restrictions are intended to
typeface developed for
maintain a consistent and recognizable
Tupperware.
Tupperware® brand identity across various
design materials, while ensuring a visually I N T H I S E X A M PLE , T R AC K I N G I S AT:

appealing and cohesive presentation.

• 8 0 U NI T S O N CA P T IO N

• -2 0 U NI T S O N T I T LE

• 0 U NI T S O N B O DYC O PY

A N D LE A DI N G I S AT:

• 2 0 P T S . O N T H E SI ZE O F B O DY AT 16 P T S . FO R

CA P T IO N

• 4 0 P T S . O N T H E SI ZE O F B O DY AT 4 0 P T S . FO R T I T LE

• 24 P T S . O N T H E SI ZE O F B O DY AT 2 1 P T S . FO R

B O DYC O PY

52
TYPOGRAPHY
FA M I LY W EIG H T S

Combining Earl Sans Thin

Typography Earl Sans Light
Weights Earl Sans Regular
Our typeface comes in five versatile weights
- thin, light, regular, bold and black. Setting Earl Sans Bold
Earl Sans Black
type with a mindful hierarchy helps make
copy easy to read and navigate. It helps our
main messages stand out and creates an
attractively designed page.

This is a Headline
We create hierarchy through variations in
type position, weight, size, capitalization, and
color. E A R L SA N S B L ACK

90 PTS.

E A R L SA N S BO LD

70 P T S . This is a Headline
Place a Title Here
E A R L SA N S R EG U L A R

56 P T S .

E A R L SA N S L IG H T
Lorem ipsum dolor sit amet, consectetuer adipiscing
18 PTS.
elit, sed diam nonummy nibh euismod tincidunt ut
laoreet dolore magna aliquam erat volutpat.

Lorem ipsum dolor sit amet,

E A R L SA N S TH I N

Only in the event that it's not possible to install Earl Sans or if it's not 56 P T S .
compatible with any platform, it can be replaced with Monotype

grotesque from the Adobe Suitecase

53
TYPOGRAPHY: DIGITAL ASSET FOR BRAND CONTENT

Title
Earl Sans Regular

Body Copy
Earl Sans Light

Headline
Earl Sans Bold

Caption
Earl Sans Bold

Important: Colors in this image are for illustrative purposes only. Actual color may vary due to rendering. Please refer to the provided color codes in the ‘Color Library’ for accurate color representation. 54
TYPOGRAPHY
A4 P O R TR A I T A4 L A N DSCA PE

2 10 X 2 97 M M 2 97 X 2 10 M M

Layout 1 2- CO LU M N G RID 1 2- CO LU M N G RID

Variations
7 M M MA RGIN S 7 M M M A RGIN S

5.5 M M G U T TERS 5.5 M M G U T TERS

Grids play a crucial role in upholding a structured

framework and maintaining harmonious proportions
within Tupperware layouts. The recommended grids
outlined below should be utilized for all
communication materials.

Margins
In most cases, it is recommended to have equal
margins on all sides. However, for printed double-
page spreads, additional margin space in the middle
of the document is necessary to ensure optimal
readability. Tight margins are an integral part of the
Tupperware® brand. In specific instances, such as
in-house printed documents like stationery, slightly
larger margins may be required. On digital
interfaces, equal margins are only applied to the left
and right sides, with no margins at the top and
bottom of the page. Refer to the digital guidelines I N S TAG R A M P OS T PR E S E NTAT IO N

(pag TBD) for more comprehensive information on 1080 X 1080 PX DO CU M E N T

grids and formats. 1 9 2 0 X 1080 PX

4- CO LU M N G RID
Columns/Column gutter 1 2- CO LU M N G RID
70 PX MA RGIN S
For each page, establish a predetermined number of 3 5 PX M A RGIN S
70 PX G U T TERS
columns. A good starting point for complex layouts 3 5 PX G U T TERS

is to have 12 columns, as it can be evenly divided by

2, 3, and 4. Depending on the format, these numbers
may need to be adjusted accordingly. The column
gutter refers to the space between columns. For
standard A4 documents, a 5.5mm gutter is optimal.
However, for digital layouts such as presentation
documents or social media publications, slightly
larger gutters are necessary to ensure a 55
comfortable reading experience.
TYPOGRAPHY
A4 P O R TR A I T A4 L A N DSCA PE

2 10 X 2 97 M M 2 97 X 2 10 M M

Layout 1 2- CO LU M N G RID 1 2- CO LU M N G RID

Variations
7 M M MA RGIN S 7 M M M A RGIN S

5.5 M M G U T TERS 5.5 M M G U T TERS

(Color Library and Photography applied)

I N S TAG R A M P OS T PR E S E NTAT IO N

1080 X 1080 PX DO CU M E N T

1 9 2 0 X 1080 PX

4- CO LU M N G RID
1 2- CO LU M N G RID
70 PX MA RGIN S
3 5 PX M A RGIN S
70 PX G U T TERS
3 5 PX G U T TERS

56
TYPOGRAPHY: DIGITAL ASSET FOR NEW PRODUCT (NEWSLETTER)

Headline
Earl Sans Regular

Headline
Earl Sans Regular
Caption
Earl Sans Bold
Body Copy
Earl Sans Light

Important: Colors in this image are for illustrative purposes only. Actual color may vary due to rendering. Please refer to the provided color codes in the ‘Color Library’ for accurate color representation. 57
TYPOGRAPHY: LANDING PAGE FOR PRODUCT

Title
Earl Sans Regular

Container to hold
call to action

Body Copy
Earl Sans Light

Important: Colors in this image are for illustrative purposes only. Actual color may vary due to rendering. Please refer to the provided color codes in the ‘Color Library’ for accurate color representation. 58
 #F2C200 #613400
PMS 7409 PMS 724 C

TYPOGRAPHY

Font Treatment
By incorporating font in movement during post-
production, we aim to enhance the visual impact
and convey the ingredients or functionality of
Tupperware® products in an engaging way. The
use of animated typography adds a dynamic
element that captures attention and brings the
message to life.

With carefully choreographed movements, such #785200 #FF7500

as subtle transitions, fades, or kinetic PMS 7512 C PMS 1585

typography, we can highlight key ingredients or

highlight the unique features of Tupperware®
products. This approach creates a captivating
visual experience that reinforces the brand’s
innovative and versatile nature.
#4D1773 #476BFF
PMS 267 C PMS 2727 C

#EDD4FF #011461
PMS 2635 C PMS 2147 C

59
TYPOGRAPHY: FONT TREATMENT

Important: Colors in this image are for illustrative purposes only. Actual color may vary due to rendering. Please refer to the provided color codes in the ‘Color Library’ for accurate color representation. 60
Photography • Overview
• Useful is Beautiful
• Product Closeup + Hand
• Product Closeup +
Ingredient
• Product + People
• Product + Text
• E-Commerce & Catalog
• Multi-colored &
Monochrome Products
• Contextual Photos
• The Tupperware Color
Wheel

VISUAL IDENTITY GUIDELINES 07

INTRODUCTION

Our products look good on a shelf. But they’re

truly beautiful in action. Our photography
style celebrates the beauty of using our tools
through colorful joy and energy, simple
composition, and natural lighting that shows
off our products to full effect.

62
PHOTOGRAPHY

Product
Expressions
We’re building a brand that puts our products
and usage front and center. Minimalist,
modern photography showcases product
features, usage, and ingredients, without any
distractions. They show the product in use in
a way that highlights its benefits heavily
relying on functionality.

1. Choose a clean background and ample

lighting.
2. Keep the composition simple and
uncluttered.
3. Showcase the product in use, highlighting
its benefits.
4. Style with minimal props and focus on
clean lines.
5. Ensure sharp focus and experiment with
depth.
6. Enhance for a clean and vibrant look.

By following these technical instructions, you

can create minimalist, modern product
photography that effectively showcases the
product’s features, usage, and benefits.
Emphasizing functionality and removing
distractions allows the product to shine in a
visually appealing and compelling way.

63
PHOTOGRAPHY

Product Closeup
+ Hand
Micro shots that include hands show our
product in use, giving a sense of proportion
and allowing consumers to see it in action.

Lighting

1.Use soft diffused lighting to minimize

harsh shadows. This creates an even
illumination on the hands and Tupperware®
product.

2.Experiment with directional light to

highlight details and add depth to the
composition.

Composition

1. Apply the rule of thirds to create a visually

balanced composition by positioning the
hands and product along the intersecting
lines or points of intersection.

2. Capture close-up macro shots to

showcase intricate details and the tactile
experience of using the product.

3. Utilize negative space strategically to draw

attention to the product and hands.

00
00
64
PHOTOGRAPHY

Product Closeup
+ Ingredient

Micro shots that include ingredients give

consumers real-world context and help
demonstrate the product’s functionality.

Lighting

1. Balance lighting for natural appeal -

Achieve well-balanced lighting to showcase
the Tupperware® product and food/
ingredients in close-up.

2. Enhance textures and colors - Experiment

with lighting angles to bring out the textures
and vibrant colors of the product and food/
ingredients, highlighting their usability and
freshness.

Composition

1. Emphasize interaction - Position hands,

product, and food/ingredients strategically to
showcase their interaction. Highlight how the
product enhances usability or aids in food
preparation.

2. Selective focus - Use shallow depth of field

to draw attention to specific elements.
Focus on the product or key ingredient to
emphasize its importance and usability. 00
00
65
PHOTOGRAPHY

Product +
People
When we show our products being used by a
real person, not only do we demonstrate its
practical functionality, but we also evoke the
emotions they create — joy and ease.

Lighting
1. Balanced Lighting - Ensure even and
balanced lighting to illuminate both the
person and the Tupperware® product.

2. Soft Key Light - Utilize a soft key light to

gently illuminate the person and the product,
creating a flattering and natural look that
highlights their usability.

Composition
1. Focus on Interaction - Frame the shot to
capture the person actively using the
product, showcasing its practicality and
functionality in action.

2. Medium Shot for Context - Opt for a

medium shot, which frames the person and
the product from around the waist up. This
shot allows the viewer to see the person’s
body language, facial expressions, and the
product in relation to their actions, providing
a better understanding of how the product is
being used and highlighting its usability in
real-life scenarios. 66
00
PHOTOGRAPHY

Product + Text
We combine the product with graphic text
explaining its functionality, adding playfulness
without compromising simplicity, while showing
that useful truly is beautiful. Additionally, we use
words alongside images to convey a story
around our products, enhancing the overall
experience and engagement.

Thoughtful Integration
Ensure seamless integration of typography and
photography, where the typography enhances
and continues the narrative of usability in a
playful and dynamic manner.

Complementary Placement
Strategically place the typography in close
proximity to the Tupperware® product. This
dynamic placement enhances an effective
communication and adds visual interest to the
composition while maintaining a cohesive look
and feel.

Clear Hierarchy
Establish a clear hierarchy between the
typography and the photography. This ensures
that the typography supports and amplifies the
message, without overshadowing the product or
the usability being showcased.

Typography As Visual Element

Treat the typography as a visual element that
interacts with the composition. Experiment with
different font sizes and placements that
enhance the vibrancy and spontaneity, while still 00
67

maintaining legibility and clarity.

PHOTOGRAPHY

E-Commerce
& Catalog
We use two styles of product shots on a
simple white background for e-commerce &
catalog.

In the first style, we showcase the individual

product in a single product display. This
approach allows us to focus solely on the
distinct beauty and features of the item,
capturing its essence in a captivating
Single Product Shot Single Product Shot
manner. With the simplicity of the white
background, every intricate detail of the
product takes center stage, creating a clean
aesthetic.

For our second style, we introduce the

dynamic concept of multicolor product
families. By presenting a collection of
products in various vibrant shades, we create
a visually striking composition that exudes
creativity and diversity. Against the white
background, these colors come alive,
producing a captivating contrast that
catches the eye and piques the viewer’s
curiosity.

68

Family Product Shot Family Product Shot

PHOTOGRAPHY

Multi-Colored
& Monochrome
Products
For an effective management of color when
photographing products that exhibit multiple
tones or lack color altogether (such as black,
white, or transparent), we use the Tints
section of our Color Library. This way we can
create strong contrasts and infuse a sense
of joy into any visual composition.

Recommendations

It is crucial to select the appropriate

background tint to ensure a good contrast
and a cohesive color treatment. There are
two options to guide this selection process:

1. Same Color Family: Opt for a background

tint that belongs to the same color family as
the product, or the color family.

2. Tupperware Color Wheel: Utilize the Color

Librery (pag 30) as a reference tool for
selecting the ideal background tint.

00
69
PHOTOGRAPHY

Products with
prints
Choose the predominant color of the
product except for black, white or
transparent. If the lid is white, black or
transparent choose the predominant color
of the print, and from our color library,
identify the one that fits the most in its tint,
shade or core and use it for the background,
clothes and props (if needed).

Refer to the color library in the “Color Library

(page 30)” section.

00
70
PHOTOGRAPHY

Product families
with different
colors
For an effective management of color, when
photographing product families with
different colors, please follow these
guidelines:

Choose the predominant color for the

background, clothes and props (if needed).
For example, if the biggest product or the
product that stands out the most in the
image is red, choose Radiant Red.

When the color proportion is the same for all

elements in the picture, for example: 2 blue
cups, 2 red cups and 2 yellow cups, choose
either color for the background, clothes and
props (if needed), or preferrably, choose
Tupperware Blue.

Refer to the color library in the “Color Library

(page 30)” section.

00
71
PHOTOGRAPHY

Products that
lack color
altogether
(black, white, or
transparent):
For an effective management of color, when
photographing products that lack color,
please follow these guidelines:

Choose the Gray Scale from our Color

Library or Tupperware Blue in its core, tint or
shade using the one that contrasts the most.

Refer to the color library in the “Color Library

(page 30)” section.

00
72
Motion
• Wordmark in Motion
• The Big T in Motion

Principles

VISUAL IDENTITY GUIDELINES 08

MOTION PRINCIPLES

Wordmark
in Motion
The purpose of the Tupperware®
wordmark in motion is to infuse vitality
and dynamism into the brand’s visual
identity. By animating the wordmark, it
aims to captivate attention, create
engaging experiences, and convey the
brand’s core values and personality in a
dynamic and memorable manner.

The sequence of motion will involve a

depiction of The Big T opening up and
unveiling the rest of the wordmark, as if
the other letters were contained within it.

Wordmark motion for "Tupperware" can

be used as an introduction bumper or an
encore of institutional videos.

74
MOTION PRINCIPLES

The Big T
in Motion
As well as the Wordmark, the Big T in motion
serves to enhance brand recognition,
storytelling, and communication by utilizing
subtle movement and color transitions to
evoke emotions, versatility and energy.

The open lid of the Big T will be the moving

element. When the animated lid opens, we’ll
be able to depict different kinds of color
stories that convey adaptability, durability,
and joyful moments.

The Big T in motion for the Tupperware

Wordmark can be used as an introduction
bumper or an encore of institutional videos.

Find the editable file here. Link

75
Contact
For further information, please contact the
Brand Management team for assistance.
We also recommend visiting the Tupperware
Bynder database to download brand
resources, guidelines and find out more about
the Tupperware® brand Link

ManuelSandoval@tupperware.com

Please keep in mind that there are also legal guidelines for
how to use the Company trademarks and when to use the
trademark registration symbols. Please see ________(insert
link to Legal Guidelines for Using Tupperware Trademark
and other Company Trademarks. Contact kimberlyweate@
tupperware.com from legal.
 www.tupperware.com
14901 S Orange Blossom Trl,
Orlando, FL 32837, USA