The client engaged Brandimage China to localize the Chinese fonts and logos across Paper Mate, Sharpie and InkJoy brands. The challenge was to integrate traditional Chinese culture with the international reach of Newell Rubbermaid’s marker pen, creating bilingual logos that can smoothly weave and mark its foothold in Asia and global markets.
Recognizing the nuances of the Chinese market, the crafted logos struck a fine balance between the two languages - Chinese and English. With careful consideration on the combination of two contrasting cultures, the fonts were strategically adapted to the writing and reading habits in the market, communicating a familiar and appealing design to consumers. The perfectly crafted font types play on the harmony of Chinese characters while celebrating modern diversity.
With its official launch on November 2016, the products have reached both the physical shelves of over 1000+ stores and counting, and also via e-commerce on Tmall, making its impact on consumers all across China.