Reimagine EXPO
2020
Reimage EXPO is a complete sustainable branding solution for Newell Brands’ writing brand, EXPO, which consists of 3 individual concepts.
The project is sponsored by Newell Brands, and was completed during a 14-week time frame.
The project was a group project with Michael Zhu and Yuning Tang. My responsibilities were: industrial design, branding strategy, graphics and packaging.
Branding strategy
Sustainability
Industrial Design
Packaging
Current EXPO Products are NOT Sustainable
After disassembling and studying the current EXPO products, we made a lifecycle analysis, and it shows that:
- Product lifecycle is linear
- EXPO is unable to systematically recycle due to commingled materials and ink contamination
EXPO Pro
EXPO pro is a professional kit for creation. It increases EXPO’s value and breaks the conception of EXPO being cheap disposable markers
The sustainability strategy is to prolongate product life time by enabling refills, and increase the psychological value of EXPO products
Premium Markers
The shape and curves of EXPO Pro markers tell the story of elegancy. The Pro markers are premium and worth keeping
4 in 1 Nib
4 in 1 multi-functional nib achieves all one need for writing and drawing with just one marker, reducing the number of markers needed to draw professionally
Refillable
EXPO Pro is no longer single use markers, a refill dock allows Pro markers to be refilled whenever they are dried out. Just like a fountain pen
Special Editions
EXPO Pro partners with artists and museums to introduce special editions that include colors used by famous artists, further increase the psychological value of EXPO Pro
EXPO Collective
EXPO collective is a system designed for large quantity of EXPO use. Currently, a large percentage of EXPO products are sold to large quantity buyers such as institutions and corporations
The sustainability strategy is to enable recycling, reduce manufacturing process and material use
Collective Box
EXPO Collective targets large quantity users, as a result, EXPO Collective comes in boxes. There are different quantity options, 50, 75, or 100 markers in each box
Shipping Box
The Collective box is not only a shipping box, but also a marker dispenser. Push a used marker in from the top, and a new marker comes out from the bottom. If new markers no longer drop from the bottom, it’s an indication that the box is full and ready for a return
The shipping box is made to be shipped back. Peel off the shipping label, and underneath is a paid shipping label to ship the box back to EXPO’s factory, where markers would be collected and recycled
How it Works
The inside of the cardboard box forms a simple mechanism that separates used and new markers
No Printing
The new marker design eliminates the printing process. Rather than printing each color on the barrel, the translucent body shows the vivid color that EXPO ink has in itself, which reduces manufacturing process and cost, and makes recyling much easier
Different material treatments—translucent and transparent clearly shows the logo, and leaves one side with clear and accurate color
One Body For All
No additional printing needed to indicate the color of the markers, markers of all colors can share the same barrel
EXPO Remote
EXPO remote is a remote working toolkit that combines digital experience with the analog method of quick doodling. As remote collaboration is becoming a future way of working/learning, EXPO remote expends EXPO’s market
The sustainability strategy is to use minimal and sustainable material in shipping and reduce price
Digitalize the Experience
Jotting down ideas with markers is quick and easy, but it’s temporary
EXPO app allows users to put quick creative sparks into a permanent online bank for safekeeping
Minimal Packaging
4 markers, a marker case, an eraser, and a whiteboard are all folded into a small package
Flat package uses minimal shipping space and energy. The cover to protect the whiteboard during shipping can be easily folded into a marker case and an eraser
Design Process
Product Disassembly
Disassembling each product to understand how were they made, and what materals were used
Brand Matrix
Currently EXPO has a very competitive price range, the proposed new EXPO branding strives to be the most eco-friendly brand while maintains its low price to stay competitive
Mood board
Concept Ideation
Generate solutions in the directions of:
- Saving material
- Changing material
- Refillable
- Recycle
- Packaging
- Digital
- Professional set
- Experience store
Pitching to Client
Our client from Newell Brands made 3 visits, on week 1 to kickoff the project, on week 7 to select concepts and give feedback, and on week 14 for the final presentation. We were able to present our ideas and communicate with our client directly
A Better and More Sustainable EXPO, Reimagined
