PaperMate Rebranding

Newell-Rubbermaid was in the midst of a large strategic shift in terms of how they positioned several of their large brands. The Sr. Leaders wanted to make a shift from making average products that are just functional, to being mindful of the products they create and how they are presented to shoppers within the retail space. Think Apple products. When you see an Apple ad, there is very little focus on copy or creative, their product is front and center.

Our team engaged with the PaperMate/Writing team to recreate the packaging and in-store environment for the PaperMate Ink Joy brand. Our work included brand identify and consumer insights research and strategic inputs, in-store visits to determine the current experience and we landed on a full-blown, multi-channel, brand reinvention that allowed the “joy” in the brand to really shine through and connect with consumers in new ways.