For anyone that has every purchased a pen in a retail outlet – you know what a confusing, busy fixture it is. Challenge – how do you standout in a sea of colour. Answer – chose a combination of colours that are not in category at all. The white blister card allows the new red strong logo to punch out, and with the logo on its side, we were able to get the logo 10 times bigger than it had previously been. With the 3 clearly identifiable ranges of Classic, Funky and Signature, each with their own personality shining through, the brand has gone from strength to strength. The chamfered blister, Masterbrand blocking and distinctive style are a masterclass in breakthrough design that does not cost the earth.