Objective: To relaunch William Penn as an MBO with pens from around the world
Idea: The challenge was to help change the notion that William Penn was a pen brand as opposed to the fact that it was a store that retailed pens from around the world. Also the tagline wasn't helping much - The World Pen Store - which made William Penn seem like an international pen. But the tagline couldn't be interfered with, so the option was to focus on the international brands.
Idea: The challenge was to help change the notion that William Penn was a pen brand as opposed to the fact that it was a store that retailed pens from around the world. Also the tagline wasn't helping much - The World Pen Store - which made William Penn seem like an international pen. But the tagline couldn't be interfered with, so the option was to focus on the international brands.
