A.T. Cross

AT Cross_before

Challenge

Reimagine the merchandising space for the fine writing instrument category in office super stores.

Opportunity

Explore merchandising treatments that elevate the brand family from their competition.

  • Provide education about the different types of writing instruments-ball point, gel tip, and fountain pen.
  • Reconnect consumers with the satisfaction of using writing instruments for self-expression.

Solutions

Different approaches were developed to merchandise the category with different materials, structures and execution costs.

Result

The synergy of our graphic and structural design, brand insights and broad spectrum of manufacturing capabilities enables the mixing and matching of all the elements to achieve the  ideal makeover and presentation to the consumer.

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