Crayola/Binney & Smith
Outside the Crayon Box

Challenge: Revitalize sales for a classic brand by updating and extending its 100-year appeal to draw in a wide range of lifestyle categories.

Services Provided: Retail-Right Positioning, Trend Direction, Packaging, Product Design and Style Guide.

Solutions: Working with a brand that enjoys 99% consumer awareness, we looked for the reasons people love Crayola and found wholesome fun, imagination and creativity. These core assets inspired packaging which features the evolved Crayola chevron and the style guide, “Empowering Kids with Imagination.”

Retail Results: Renewed interest among retailers and licensing partners, in categories that go beyond crayons to new lifestyle products.