OPPORTUNITY:
Sharpie wanted to capitalize on the emerging trend for young adults to use markers to customize their clothes, shoes and other lifestyle accessories such as book bags and computer cases.
 
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 for self-expression. The goal was to create a Sharpie sub-brand that identifies with youth culture and speaks their language.
 
SOLUTION:
TRIS3CT recommended that Sharpie develop a sub-brand that stands out from the existing portfolio and communicates relevance and product differentiation to the young adult target. The team created the STAINED by Sharpie brand identity to evoke personalization and originality while taking design cues from urban street art and graffiti. The new brand was used to launch an entire line of specialized fabric markers at major national retailers including Walmart and Target.