Reimagining PaperMate InkJoy for the Modern Shopper

Client: Newell-Rubbermaid
Services: Brand Strategy • Consumer Insights • Retail Marketing • Packaging Design • In-Store Experience

Challenge:
Newell-Rubbermaid was undergoing a strategic transformation—moving away from a functional, product-only focus to building brands that resonate emotionally with consumers. Inspired by design-led icons like Apple, senior leadership sought to reposition several legacy brands with more intentional storytelling, visual appeal, and retail impact.

Approach:
Our team partnered closely with the PaperMate team to bring this new vision to life for their InkJoy product line. We led a comprehensive brand reinvention—from strategy to execution—anchored in consumer insights and driven by the desire to highlight the joy embedded in the brand name itself.

Our process included:

• Brand identity refinement and positioning strategy

• In-depth consumer research and in-store audits to assess the current shopper experience

• Packaging design development that elevated shelf appeal and aligned with the emotional attributes of joy, ease, and creativity

• Retail environment enhancements to ensure the brand stood out at point-of-purchase

• Multi-channel marketing strategy to reinforce brand consistency across platforms

Results:
The final creative platform allowed the “joy” of InkJoy to shine through clearly across every touchpoint—packaging, displays, and brand messaging—resulting in stronger shopper engagement and a refreshed identity that connected with consumers in more meaningful ways.

Keywords: brand transformation, retail strategy, shopper marketing, packaging design, CPG branding, consumer engagement, omni-channel marketing, emotional branding, marketing strategy, brand storytelling