longterm pen pals

Since Goodwin began working with Parker in 1994, we have designed pen cases, point-of-sale material and illuminated floorcases for them. Most recently, we have been instrumental in the rebranding and relaunch of the Parker Pen brand internationally.

Gift Boxes
After the success of an award-winning pen case for their Frontier range, Goodwin were brought in to look at Parker's ML and HL gift boxes (above). Our creative input was needed to help reposition the brand as the world leader in fine writing instruments and enhance its gift potential. The design is a modern interpretation of a classic gift-wrapped box – but in metal giving the case a satisfying weight and quality feel. With its sophisticated styling, the packaging makes a quietly confident statement which has been favourably received by consumers and retailers alike.

Frontier and Vector ranges
Designed back in 1998, the Frontier moulded gift box was an instant success (above). Its co-ordinated gift box, clamshell outer and counter-top display won a Marketing Design Gold Award and led to a significant increase in sales. The highly attractive yet supremely functional pen case has proved very popular indeed – when market research was recently undertaken, focus groups still found the original moulded giftbox the most desirable at its price point. Wanting to build on Frontier's success, Parker came back to Goodwin to develop the concept for their new range of Vector pens (above). Taking a new approach to merchandising, the hanging pack frames the graphics within the box, adding value and enhancing the gift potential of the new range.

"Goodwin have helped
to relaunch Parker
as a brand to be proud of"

Display cases
Parker wanted a radical rethink of their merchandising floorcases, so they could display their high-value pens in quantity while retaining the pens' upmarket image. Goodwin's answer was to develop a range of visually strong and technically innovative display units with a patented tile concept to differentiate between Parker's brands. Each unit allows easy access to the pens yet provides the retailer with ample storage space. New lighting enables customers to see the pens better and appreciate the subtleties of the various pen finishes.