NEWELL-RUBBERMAID

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PRISMACOLOR SCHOLAR

BACKGROUND | CHALLENGE

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.

KEY INSIGHT

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.

SOLUTION

Mint went back to the drawing board and completely rebranded Scholar with new evolutions, which disrupted the entire art tool category. To gain a real understanding of the student-teacher markets, we conducted high school workshops with both kids and teachers for their perspective. From this learning we created visual language 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. Prismacolor Scholar is the market leader now and for the next 35 years…and counting!

SERVICES