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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.

Pw 68739 Bic Ball Pen

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.

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