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CASE STUDY: STUDIO C BRAND DEVELOPMENT
With the proliferation of digital devices and the shrinking market for paper products, this school supplies company reinvents itself with a new evolution of products for the digital age.
Carolina Pad, founded in 1945, is a manufacturer of paper products and school supplies. Its core product lines are sold through national variety stores, dollar stores and mass retail outlets like Target and WalMart throughout North America.
Facing increased competition from foreign suppliers and big name brands, the category had become a commodity with little differentiation in product offerings with ever shrinking profit margins. With the proliferation of digital devices and the shrinking market for paper products, the leadership team recognized their business was fading away fast and developed a new evolution of products for the digital age.
The new line of products featured bold, vibrant and expressive pattern designs for smartphone covers, tablet covers, laptop bags, fashion totes and backpacks. Every day product items that fit the digital age was a growing category. Far beyond paper notebooks and folders. We advised the leadership on creating a new brand for this product category. We guided the team through the process of creating a new brand strategy, brand messaging and a retail merchandising vocabulary as preparation for launching the new brand.
Moms and tween girls who valued individuality through fashion oriented self expression was the targeted consumer segment. For these customers, sameness was their enemy. The new line of products provided expressive and vibrant design for their digital device accessories. "Everyday Originality" became the brand's battle cry. The new brand was named "Studio C", in homage to the brand's home town of Charlotte, North Carolina. AKA The Queen City.
Vibrantly designed patterns created by the product development team became the foundation of the brand's visual expression and personality. Working closely with the leadership, product design and marketing teams, we provided creative direction and oversight for the development of the brand identity assets, a new e-commerce website, retail packaging, trade show presence and various merchandising programs for mass market retail channels.
© 2021 Dawson+Company Strategic Brand Development LLC
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