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Article | July 15, 2014
Redesign pens new chapter for BIC
BIC updates the packaging for its Ball Pen Classic portfolio with graphics that retain its number-one share position, while better differentiating its four product lines.
Package graphics for the BIC Ball Pen Classic portfolio, which includes more than 40 SKUs, has been redesigned by Smith Design.
The charge from BIC, according to Jenna Smith, the partner at Smith Design who led the project, was to retain the number-one share position in the ball pen category with a redesign that would better differentiate BICs four product lines. This, she says, was done by showcasing the products’ unique benefits in a way that is ownable, differentiated, meaningful, and clear to BIC’s consumer targets.
“Through a targeted masterbrand architecture and package redesign of four product segments, we created an easy way for consumers to navigate and understand the choices they have in stick ball pens,” says Smith. “Pens that are built on quality, reliability, and product performance are cornerstones of the BIC brand and what sets them apart from the pack.”
According to BIC, launched in 1950, the BIC Cristal pen was the first reliable and high-quality pen sold at an affordable price. BIC Cristal continues to be the company’s core Ball Pen item today. Over time, Round Stic, Round Stic Grip, and Ultra Round Stic Grip have contributed to the growth of Ball Pen Classic, giving BIC the #1 share position.
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