Brand Challenge
With a history of nearly 3 decades in the field of providing car paint services, the Smartpen brand offers products such as eraser pens and car paint sprayers. The brand’s products are produced with the aim of facilitating the provision of car paint repair services for car owners and drivers. Among the challenges faced by the brand over the years are the lack of transparency in the development process of the Smartpen brand’s product portfolio (brand architecture), the fluctuation in the quality of the brand’s products, and the lack of a unified visual brand identity.
Experience gained
The brand research phase was conducted in the form of 4 main groups, including: senior brand managers, representatives, salespeople, and consumers. After reviewing the research results and discovering the expected benefits of the target audience, it was determined that the brand’s dos and don’ts were not designed properly, causing the brand’s products to encounter quality problems at different time intervals. Therefore, it was necessary to design an identity for the Smartpen brand that would not only respond to the needs of the target audience, but also solve business challenges.
On the other hand, the brand’s products did not have proper packaging; therefore, the brand strategy was designed to provide the brand’s products in different packaging in response to the needs and expectations of the audience (professional and amateur). Therefore, the product packaging was redesigned in a way that would allow the products to be used for a longer period of time and increase the storage and shelf life of the products.
Brand Visual Solutions
Initially, to create easier communication with the audience, modifications were made to the Smart Pen logo, and for better readability of the brand name, the words “Smart” and “Pen” were separated in both the English and Persian logos.
By using the logo’s box structure, a form that evokes it was designed and used in all brand items such as packaging, product stands, exhibition items, digital space design structure, etc., to create unity in the design of the brand’s items, leading to better recognition of the audience by the diverse and different products of this brand.
