Design magic for a container innovator
Innovation that can’t be contained
Think those big metal cans you see at the dockyard are only used for shipping? Not in the world of Unitainer. The company is the go-to address for transforming containers into everything from tiny houses to transportation, storage to sanitary facilities, event solutions to pop-up stores and more – in short, anything conceivable and everything beyond the realm of imagination. Buying, renting, modifying or rebuilding containers of all shapes and sizes for any purpose, whether new or used: Unitainer is truly an innovative one-stop shop that thinks outside the box – with a dedicated team that can transform that box into anything.
Breaking free from outdated perceptions
Unitainer’s unique ability to take a container and turn it into a frankly jaw-dropping space or storage solution was in danger of being undersold. A fragmented online and offline presence, a reliance on rust-flecked tropes and little mention of digital transformation: in short, the company’s ambitions had long been contained by a limited brand identity. What the brand needed was a full profile overhaul to foreground Unitainer’s innovative spirit, take its target audiences on a visual journey of exploration into the world of containers and help set it apart from the competition.
Stacking the design deck in favour of dynamism and transformation
In close collaboration with the pros at Unitainer, we charted the company’s brand positioning by settling on the container king’s USPs, core values and corporate purpose: “We create spaces for possibilities”. This resulted in a succinct mission statement – making things happen – which served as our bedrock for all subsequent visual and verbal communication efforts.
For the logo, we started with a classic container shape, then gave it our best abstract makeover. The outcome is three chevrons that look both like checkmarks – embodying the mission statement – and arrows pointing toward the future. Next up was the colour palette, which we anchored with a deep marine blue emblematic of three things: the company’s home in the port city of Hamburg, the briny deep, and the classic colour of shipping containers the world over.
We built on this with a series of isometric container-based illustrations along with other elements – flowers, palm trees, cocktail glasses, even a duck pool float – to set the imagination racing and demonstrate the countless ways and settings in which these solutions can be applied. We rounded this off with photos that focus on authentic situations (featuring containers, naturally) that underline the strong team aesthetic and can-do mindset at Unitainer as well as X-ray-style imagery as a visually arresting alternative.
Clean, intuitive and instantly eye-catching, the full package is designed to be rolled out with ease online and offline – leaving an impression that strikes a deft balance between serious and spirited. Playful visuals, out-of-the-box thinking and innovation at the forefront of everything: this is one project we couldn’t contain our enthusiasm for.
Space and storage made smart: that’s our segment in a nutshell. At Unitainer, we see every container as a chance to wow the world, and we wanted our corporate image to reflect that. Arndt Benedikt had the exact skills we needed to make it happen. Amazing job, guys!
The Unitainer depot is anything but a small area. Covering an area of 37,400 m2, the container all-rounder has storage space for more than 10,000 containers and plenty of room for creative one-stop-shop conversions in its workshops. Needless to say, with an average container handling volume of 25,000 containers per year, this space is certainly essential.
To break the chains of legacy and do justice to Unitainer’s new identity, a top-notch digital platform was essential. And for us, it was a matter of course that the branding was perfectly in tune with the Unitainer UI we created. Without any compromises.
Workshop evaluated and easy to use UX – we have clearly laid out Unitainer’s complex service offering. And if you get overwhelmed by the range of services, Unitainer’s container configurator can create a customized offer for you. It feels like ordering a barbecue grill online. You can then store it directly in the mini container for the winter. Sounds good, right?