We began the rebrand of PaperMate InkJoy in 2016 after consumer research indicated that “enjoyment” was the top unmet need within the affiliative side of our product need scope. By emotionally anchoring the InkJoy brand deeper in the mind of the consumer, we elevated the perceived quality and increased brand perception.
We focused our designs and communication with key brand drivers:
• Enjoyable to use
• Innovative
• Modern
• Stylish
• Playful
• Bold
The PaperMate InkJoy redesign included:
• Breakthrough packaging design and structure
• Industrial design
• Barrel stamp graphics
• Color standards for Paper Mate InkJoy