Mr. Lid Rebrands and Launches New Consumer-Centric Website

SUSSEX, WI – 17 Jun, 2017 – Today, Sussex IM announced a rebrand of their popular consumer brand, Mr. Lid, U.S.-made containers where “You never lose the lid!”. Among the changes include a new logo with more broad appeal, a new website focused on customer experience and new messaging. The refreshed look and website reflects Sussex IM’s and Mr. Lid’s commitment to creating an outstanding experience for their consumers.

“The new Mr. Lid brand better connects with our consumers from a look and feel standpoint and from a shopping experience standpoint. We spent over a year figuring out how to better interest consumers and are confident the changes we’ve made to Mr. Lid will resonate with them,” said Bobby Dodd, president and chief marketing officer of Sussex Brands (SussexIM’s business-to-consumer division).

The main components of the redesign include:

  • A new logo: The new logo draws inspiration from the old logo in a subtle and tasteful way while still representing Mr. Lid’s key differentiator, the permanently attached lid. A new color scheme keeps the iconic blue from Mr. Lid’s past and adds a bold new green added to the logo, representing what makes it different from other food storage containers.
  • A redesigned website and ecommerce system: The Mr. Lid website has been completely redesigned from the ground up. A user-friendly layout and easy shopping experience were the most important elements to the site change, but users will likely first notice the updated imagery, messaging and color palette.
  • New messaging: Mr. Lid has closely looked at why satisfied customers value their products and developed new messaging around that, “easy everyday living” will help potential customers instantly recognize the value of Mr. Lid products.

“We are excited to create a broader appeal with the new Mr. Lid rebrand. Our focus is always on creating a quality product and experience, and the changes we’ve made to the Mr. Lid website and branding represent those values,” said Keith Everson, CEO of Sussex IM.

The cover of each Mr. Lid container is permanently attached by a state-of-the-art, Sussex IM-developed “living hinge,” eliminating a common consumer frustration – lost lids. Further, each Mr. Lid container is leak proof, thanks to Sussex’s living-hinge design and air-tight seal technology. The containers, guaranteed for life, come in a variety of sizes, shapes and colors and are microwaveable and dishwasher safe.

The Mr. Lid rebrand can be seen at and


Mr. Lid parent company, Sussex IM, is a full-service, fully automated supplier that solves problems to satisfy consumer needs. The company’s capabilities include B-to-B and, now, B-to-C – with the addition of its new Sussex Brands division. Customers benefit from its ability to accelerate time-to-market, thanks to the company’s streamlined decision-making capabilities and shortened supply chains.

Sussex IM’s end-to-end suite of services extends from product design to warehousing. Importantly, the company has extensive automation design capabilities and an in-house, dedicated staff of automation engineers.

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