BIC redesigns packaging for classic pen portfolio

Lisa McTigue Pierce, Executive Editor

March 11, 2015

1 Min Read
BIC redesigns packaging for classic pen portfolio

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.

About the Author(s)

Lisa McTigue Pierce

Executive Editor, Packaging Digest

Lisa McTigue Pierce is Executive Editor of Packaging Digest. She’s been a packaging media journalist since 1982 and tracks emerging trends, new technologies, and best practices across a spectrum of markets for the publication’s global community. Reach her at [email protected] or 630-272-1774.

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