As we go deeper into the categories we operate in, I’ve been thinking about what it really takes to build a brand in “low involvement” categories—like lunchboxes.
Before us, brands like Milton, Cello, and Borosil proved it can be done. But let’s be honest: lunchboxes aren’t “sexy.” You don’t dream about your tiffin box. You just want it to work.
And that’s exactly the challenge—and the opportunity.
In durables, business gets built first. Brand follows.
Because these aren’t impulsive buys. They’re trust-led, function-first.
A parent doesn’t choose a lunchbox for novelty—they choose it for ease, safety, and reliability.
Deliver that consistently, and you earn loyalty.
Loyalty earns you permission to build a brand.
“Stanley Cup went viral.”
But Stanley was a 100-year-old iceberg.
In categories like ours, brand is the collective memory of 10 great product experiences. Once that’s in place, storytelling has something real to stand on.
As we expand into every “back-to-school” essential, part of the goal is simple:
Earn the right to story-tell faster.
Encl photos: Snapped from our new launch shoot: Bento Lite. Built lighter, easier, kid-friendlier to 10X experience.
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