Making hot, cool

With over 100 years’ expertise, Thermos specialise in producing high quality food and beverage containers. In recent years Thermos has lost market share to several newer, more culturally relevant brands. As Creative Director at Laws of Attraction, I was tasked with refreshing the brand identity, personality and voice, to improve its image and appeal amongst a younger, aspirational audience.
‘Lost in the Lakes’ took its name from a poem written by Steven Corbett, which was recorded as a voiceover to tell the story of four friends, reunited after lockdown in the summer of 2021. Production took place on location, over two days, around Derwentwater in England’s Lake District National Park. The film was written, directed and narrated by myself.
The new website, complete with online store, gave Thermos an online presence to match its rich and proud heritage. The design is very clean, with lots of white space punctuated by authentic lifestyle images and beautiful product shots, along with a new set of icons to communicate the core range.
The hashtag #YourThermos brought together a user generated content campaign. Thermos fans were asked to share their own stories and experiences as lockdown restrictions were eased and they began to venture outside again for some much-needed fresh air.
“Graham and the team at Laws of Attraction really impressed us with their understanding of the brief, the marketplace and the challenge we face. Their capabilities across strategy, content and creative make them uniquely equipped to bring innovative, integrated solutions to what we’re trying to achieve.” 

Nick Kime
Managing Director at Thermos UK

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