Opportunity:
Invent a brand for Sharpie's new line of fabric markers.
Challenge:
Today’s youth eat the same food, shop the same stores and wear the same clothes. To stand out, Sharpie needed to be different. We set out not to market a fabric marker, but a tool of self-expression. The goal was to create a Sharpie sub-brand that identifies with youth culture and speaks their language.
Solution:
First, we named the new fabric marker brand STAINED to evoke personalization, originality and a creative act of defiance. The identity and packaging took cues from urban street art and graffiti. STAINED was created to be a lifestyle brand that feeds the teenage target’s rebellious nature and desire to customize their stuff. In addition to the design of the new markers, we launched a branded line of STAINED items such as a drawstring backpack that kids can make one-of-a-kind.