The 1946-founded kitchen goods brand Tupperware also became a genericized trademark, and the word “Tupperware” has come to refer to all reusable, sealed containers. Growing up, my mom had a mountain of food storage options in the kitchen, but she called all of them, regardless of brand, “tuppers.”

Acknowledging that this genericization of its brand name was hurting its ability to stand out in the minds of younger consumers, Tupperware recently tasked the folks at design agency Landor to refresh its brand identity to make it more compelling to modern shoppers and add distinction on retail shelves.