Thermos Singapore

Thermos is the leading global manufacturer of insulated food and beverage containers, whose innovative products seek to provide a more comfortable and enjoyable eating experience for people on the go. Currently, there isn’t a strong differentiation from its competitors and the brand name has become so synonymous with vacuum flasks (eg. Hoover, Jeep) that there was a need and opportunity to use meaningful digital content to set itself apart, while reflecting the values of Thermos.

Thermos Website - Screens

Various screens from the website (UI design by Bibin Matthew).


Balanced lifestyle stories and healthy recipes were the 2 main topics identified for valuable and shareable content, which are also aligned to the brand and social media strategy. This is followed by products, brand profile and secondary content like events and store locators.

Thermos Website - Primary Content

Primary Content – Thermos Stories and Recipes

In order to minimise unnecessary effort, 8 templates (1xLV0, 4xLV1, 3xLV2) were designed to present all the content of the website.

Thermos Website - Wireframe LV 0

Template wireframe for LV0 (Homepage)

Thermos Website - Wireframe LV 1

Templates’ wireframe for LV1

Thermos Website - Wireframe LV 2

Templates’ wireframes for LV2

Due to the range of content, the search bar is placed right at the top and center to encourage users to search. Since Thermos’s tagline is “What’s In Your Thermos today?”, it was also used as the text in the search box to keep it top of mind and enhance the website’s personality.

Thermos Website - Search bar

Brand tagline incorporated into the global search bar.

Crosslinks were inserted in recipes, products and stories to extend the user engagement period.

Thermos Website - Cross links

Cross links between LV2 templates of Thermos Stories, Products and Recipes.