CLIENT

Newelle Rubbermaid

PROJECT

Rebrand of Prismacolor Scholar

SOLUTION

Prismacolor Premier has been a trusted brand among the professional artist community for decades. The brand’s portfolio also included Prismacolor Scholar - a niche subline of academic art tools targeting the developing artist. However, Scholar greatly suffered from a severe lack of attention with antiquated packaging dating back to 1975! Mint was asked to bring meaning and relevance back to this sluggish brand. High school art students and teachers were frustrated that they did not have a better choice of art tools versus the scholastic brands they used in primary school, or the professional grade brands which were too expensive and sophisticated for them. We quickly realized that by reinventing the long neglected Scholar brand we could fill this market gap. Scholar was completely rebranded with new evolutions, which disrupted the entire art tool category. To gain a real understanding of the student-teacher markets, a high school workshop was conducted with both kids and teachers for their perspective. From this learning a key visual language was created which connected both audiences. An exciting inspirational illustration was created, a new brand color was adapted, structural enhancements were engineered with a built-in easel back system that increased functionality – this made both sides happy. As the brand gained distribution at record highs, creative was developed across line extensions, club promotional packaging, merchandising systems and brand assets were established.

ROLE

Brand position and strategy, identity, package design, key visual assets, copy writing, illustration, brand guidelines