My new design needed to expand upon the original design’s template. I wanted to see the update take on a more exciting, modern feel. The original yellow and green color scheme helped emphasize Ticonderoga’s environmental focus, but the design did not quite embody the company’s leadership and sense of creativity.
The audience is primarily young adults (male and female) of all ethnicities and income levels; other groups include schools, teachers and students; artists; businesses.
The pencil’s cross-sectional shape was my inspiration for incorporating geometric and organic elements into the box’s label and pattern. The ribbon-like label shape alludes to the company’s quality and long history, while the pencil-drawn vine pattern reinforces their eco focus and serves as a literal means of expression.