In 2013, UPS approached Interbrand to envision the next evolution of their drop boxes. The new designs included a shape which echoed the UPS logo, refined finishes and a return to the signature UPS brown. But it soon became clear that, in order to meet the new expectations of consumers and to reach beyond the current state of parity within the shipping marketplace, a wider vision was needed.
Interbrand greatly expanded the brief to include a trend assessment and an exploration of many client-facing touchpoints. Including a refreshed brand system, retail, packaging and new brand experiences such as UPS Lockers. The refreshed retail prototype featured self-service kiosks, new digital interfaces and 24/7 shipping. These innovations encourage client participation in the brand while staying true to the rich history of UPS. The greater challenge is now clear in the minds of the company: Continue to transform the brand to win with tomorrow’s customers.