Designed by: Kaleidoscope, United States.

The challenge was to position Thermos, the worlds leading insulated products brand, at the forefront of innovation in the baby and toddler retail category. Kaleidoscope’s research revealed that 9 in 10 baby bottles and sippy-cups on store shelves are polycarbonate, promoting unhealthy high levels of Bisphenol-A (BPA), a chemical that mimics estrogen.

The insight was clear – when it came to delivering a BPA-free food storage solution, the baby and toddler category was failing consumers. Kaleidoscope used a combination of trend research, brand positioning, name creation, and brand design to give Thermos the industry advantage. We envisioned and created an innovative line of food and beverage containers made of BPA-free stainless steel and polypropylene. With Foogo by Thermos, a break-through solution was born.

As a result, Foogo firmly placed Thermos as the category leader, achieving full distribution nationwide, with a new level of category pricing. It was also awarded Most Innovative New Product at the International Housewares Show.

  1. YaY! Always good to know that there are responsible companies out there working to produce products that are manufactured for the good health of our children, while getting ahead of their competitors that are not doing the same. Thank-you !

  2. Well – As the creative behind this work I can tell you it was certainly was not a good partnership and in fact Thermos were a total nightmare to work with.

Derrick Lin

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