The vitamin gummy that upgrades daily lifestyles.
Intro Insight Idea Impact
Opportunity in realm of gummies

UPTIMISM is a new brand of chewable vitamins. The founders saw opportunities as the mass market vitamin shelves at key retailers such as Etos and Kruidvat are dominated by functional and quite boring gummy products, while the vitamins and supplements market is booming. So they decided to invest in their own in-house production facility to be able to control A-Z.

2023 Brand strategy - Brand naming - Identity design - Packaging

Hurry up, Earn More, Worry Less, Work harder, Live faster
Today’s society asks so much from us that we become more and more conscious that a happy life is a healthy life. To cope with the daily rat race, we wrap our heads around more exercising, less sugars, more greens, less stress, more sleep, less anxiety. We saw opportunities to make wellbeing less compelling and make the brand pop in every touchpoint to further disrupt and stand out from the clutter. 


Fun and Functional
The starting point was to develop a fun and accessible brand with a functional product proposition. We called it UPTIMISM, a brand made by people who are not changing the world but like to help other people. With basic stuff, like feeling good. Rather than speaking in promises, UPTIMISM speaks in punchlines. Using the logo as a communicator deepens the connection and recognition with the product and brand across all platforms. It also acts as a frame for visualising imagery connected to the message. As the rounded square shape takes centre stage in the branding it was only evident that the physical gummies should also be squared and advocate the logo on them.

Office for mission & vision, look & feel.


We are Containr Affairs, an office for mission & vision, look & feel. Our team of creatives think, make and build for bright entrepreneurs and marketing executives who want to take the lead and change the face of the boardroom. Whatever position your brand is currently in, we help you identify where to go next.

Acclaimed for three practice areas, we work as follows:

Compass. We start by researching cultural shifts that map out the universe your business plays in and how this affects your actions. We connect with your ambitions through conversation before (re)shaping your brand fundamentals, which will lead to clarity, underline culture and foster your ambitions.

Creation. Your brand is a sum of all parts. How it looks and feels. How it talks and sounds, and how it tastes and smells. In this phase we bring fundamentals to life and create you a proper stage performance. Our studio executes creativity without boundaries, to make sure your story is admired on paper, on screen and in-store.

Content. For brands who need to stay relevant on a daily basis, our studio offers high quality and fast production of brand journalism, imagery and graphic design across all channels.

Since 2001 we have delivered results for bars, bodegas and boutique hotels, beer, booze and beverage brands, buildings and building companies, beauty brands and bespoke perfume houses. With most of our clients we have built lasting relationships. Others even became partners in business.

Talk to us about your next move.


Brand creation · Brand transformation · Brand strategy · Brand naming · Storytelling · Identity design · Campaigning · Brand activation · Packaging · Digital design · Brand journalism · Branding · Concepting · Imagery production · Spatial design · Web development

New business

Partnership for us starts with understanding each other and having conversations. We listen to clients' needs, asking questions about their ambitions and understanding where they want to go so we can create an informed approach.
Get in touch to discover where to go next

+31 10 42 54 997

studio containr affairs

Contaínr Affaìrs


Goudsesingel 208
3011 KD Rotterdam
The Netherlands


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