Container branding, also known as capsule branding, involves incorporating a company's logo into genre-based content. This technique was first used by a Belgian supermarket in the 1960s and became famous through MTV's work with ad legend George Lois. Many agencies and brands have since used this concept, applying it to projects for Waterstone's, Eurostar, and the San Francisco Asian Art Museum. While clients appreciate its flexibility, the author argues it has become an overused and easy approach.

1. Container Branding
'Container' or 'Capsule' branding, incase you
didn't know, is the term used for the current
spate of work coming out of most brand
agencies where the company logo is
incorporated with genre based content.

2. This technique was first used by Belgian
supermarket chain, Priba in the 1960's

3. And made famous by ad legend George Lois
with his iconic work for MTV.

4. Since then the same technique has been used
again and again. And again. Creative review
wrote an interesting article on this subject,
asking the question 'is this cheating?' I think it
is. And we're all guilty.

5. venturethree rebranded Waterstone's last year
using the container concept.

6. Someone rebranded Eurostar this year using
the container concept.

7. Saffron didn't really get it but didn't want to be
left out of the party.

8. Wolff Olins however, seem to be in love with
container branding. When I saw the work WO
have just completed for the San Francisco
Asian Art Museum I wasn't surprised by what I
saw. These guys love container branding.

12. Having said that, I think Red is an excellent
evolution of this concept. Using words and
having the iconic ( ) makes it feel different
from the very popular texture coated (3D)
logo.

13. Container branding... Clients love it. They think
container branding is dynamic, flexible, and
helps them talk to their customers as
individuals.
I think it's too easy.
http://stuwdesigner.blogspot.com/2011/10/container-branding.html