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.