Drawn to Perfection
Derwent, an established British brand with a proud heritage, asked us to reorganise and redesign their range of pencils and art products to improve shelf appeal and perceived quality. The task was to deliver a design solution which would put Derwent in the rightful place, alongside international competitor brands such as Faber Castell and Caran D’ache.
The extensive Derwent range has grown over 75 years to cater for the specific and evolving needs of professional artists. However, this left other key audience groups, such as students and leisure artists, feeling that such products weren’t appropriate to them.
We reorganised the products around three broad audiences, with clear colour categories, range names and artist-created imagery. The new pack designs delivered a confident, contemporary brand, whilst still reflecting the British Heritage and history.
The new Derwent brand, packaging and POS materials have been well received by channel partners, and will be launched to customers across the world in early 2016.