Stanley

Company Industry: 
Commercial Products Including Bottles and Mugs
Company Portfolio Projects: 
Utility Line Naming, Stanley Product Naming, Stanley Product Packaging, Stanley Web Site Copy, nineteen13 Voice Development, Promotional Recycled Mug Slogans

Since 1913, the Stanley brand has kept coffee hot with its iconic vacuum insulated mugs and bottles.  Crucible Creative was contracted in 2009 to create a younger and more active, yet still authentic and true, voice for Stanley's new nineteen13 sub-brand.

Our copywriting role quickly expanded to include projects such as naming and commercial packaging for products sold at such retailers as Target, REI and Wal-Mart, as well as generating the new name of their Utility sub-brand. Our shop's most recent project for this Seattle-based client was developing a consistent voice, the straightforward story and all product copy for the 2009 redesign of the Stanley company Web site.