Current Redesigned
Package Redesign
BIC’s target markets are professionals and businesses so my goal was to bring a more premium and professional feel to the brand and packaging while maintaining affordability.
BIC's brand equities are the orange and black colour scheme, their simple and identifyable logo, and the BIC boy.
Evolutionary
This was the first step for the redesign so I wanted to keep it as close to the original as possible while getting rid of the elements of the current packaging that weren't working. BIC's website and Annual Reports use a much warmer and deeper orange then the yellowy one the appears on their packaging so I decided to go for the warmer orange as it makes the packaging look less cheap.
The current package had way too many angles going on with the post-it in one direction, the logo straight across, and the large pen on another angle. To combat this I got rid of the pen and kept the post- it as it was a main focus but enlarged the BIC boy to be more prominent knowing that I planned on bringing more attention to him in the next stages.
revolutionary
The second step's focus was to really bring some more attention to the BIC boy by enlarging him and cleaning up his outlines, as well as revamping the logo since it hadn't been changed since the company was founded in 1945.
Although I don't love the typeface for the BIC logo and feel that it should be updated, it is too iconic and recognizable to change. As a compromise I realized that I might not be able to change the font, but I could change the way the three letters were presented. I changed the outline to a black and orange angled line to bring a more modern and dynamic feel to the product.
Still trying to gradually transition from the current package I used the yellowy orange behind the BIC boy to pay tribute the the current orange colour on the package.
transformational
One of the biggest issues with the current packaging is that the material rips extremely easy and once you open it you can't store the pens in it efficiently and neatly. While the Evolutionary and Revolutionary packages were resealable, I decided to go with a plastic box for this final stage so that the pens could continued to be stored neatly after the packaging initially being opened.
The Label only covers a third of the box so that the product is visible to the buyer. I also heavily used black on this label because the black background with orange accents really gives the packaging a unique and premium feel.
** For this package redesign I decided to break the process down into 3 steps - Evolutionary, Revolutionary, and transformational - to make a more gradual transition from current existing to the new redesign. This technique would help ease the client into a complete redesign without them feeling like they are loosing the look and feel of their product.