Situation
A decade without a major product refresh had left Cello's best-selling pens vulnerable to increasingly contemporary competition. Following BIC's acquisition of Cello, the brief was to modernise the portfolio while preserving the brand equity and familiarity that consumers had trusted for years.
Complexity
0.5 inch face | 1.5 inch barrel
Pen livery design is a complex exercise involving non- negotiable’s like the shape & circumference of the barrel, clip inserts, injection moulding of the casings and CMF constraints. The livery design must also respond to complex surface geometry and account for warping during heat transfer.
Outcome
Each pen category was studied through detailed competitor benchmarking to uncover gaps, emerging trends, and opportunities for design differentiation. Close collaboration with the BIC-Cello product team enabled an iterative design process, ensuring every concept was refined to meet the brief and align with production requirements. The project resulted in a refreshed range of pen designs that modernised Cello's visual identity while preserving familiarity.
Bling Pens / Supreme Pencils - Category Target 12-18 years
Streak - Category Target 20-30 years
Axis - Category Target 12-18 years
