STAPLES
MAKING OFFICE SUPPLIES FASHIONABLE
We partnered with Staples to launch a “form-meets-fashionable function” private label sub-brand.
WHAT WE DID
Brand Positioning Brand Architecture Naming Visual Identity Graphic Design
CHALLENGE
Staples wanted to capitalize on trends towards everyday objects that make a design statement while maintaining their core function. This had the greatest appeal to consumers with home offices, where the line between office supplies and home décor is blurred.
SOLUTION
To entice this market, we helped Staples create and launch a new line of premium products: M by Staples. The new offering leveraged the existing strong brand affinity and created a complementary endorsed sub-brand that allowed customers to accept Staples’ entry into the boutique stationery market. The open ended “M” we designed lent itself to a simple monogram and provided a visual wink. In reference to the eponymous staple in the masterbrand logo, the M takes inspiration from the iconic form of a paper clip. The logo serves as a beacon and leads customers to more stylish office essentials.
M by Staples employed a variety of custom patterns that enabled customers to make a statement with their office supplies.
M by Staples employed a variety of custom patterns that enabled customers to make a statement with their office supplies.
