Revitalize the brand using similar visual cues, tying in its legacy in a bold new way. The design must be transferable across multiple products and categories, of both current and future offerings. In addition, develop a visual system to aid in differentiation of products on shelf.

Extensive innovation sessions were held to define initial alignment. From there, a representative set of products was chosen for review. Multiple iterations were passed through leadership as the designs were honed, and comparative testing was done to gauge consumer reaction.

Still iconic. Sharpie packaging and assets were more streamlined and easier to navigate. Infused messaging told a more compelling brand story that resonated with the brand’s bold campaigns.