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BIC redesigns packaging for classic pen portfolio

BIC redesigns packaging for classic pen portfolio
BIC's new graphics clearly differentiate the brand's four lines.

BIC has refreshed the graphics for its Ball Pen Classic portfolio to differentiate its four product lines and retain its No.1 share position in the ball-point pen category.

The company hired Smith Design to help with the new packaging. Jenna Smith, partner at Smith Design, led the project. She explains, “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,” Smith says. “Pens that are built on quality, reliability and product performance are cornerstones of the BIC brand and what sets them apart from the pack.”

Color-coding and showing each product’s unique benefit on the front of the package also aids consumer selection.

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