Derwent Announces New Branding and Product Innovations



Derwent ®, the world leading artists’ brand have unveiled new branding to be implemented throughout the year, which will capture retailers’ and consumers attentions when it hits the High Street.

The world leading artists’ brand will be featuring work from international artists on its full range of products in a new look which reflects the attributes of the product and captures the essence of the artist’s work.

Derwent’s new marketing communications will carry the strapline ‘Drawn to Perfection,’ reflecting its commitment to the artist community with the creation of innovative high quality art materials.

The brand refresh includes the ‘Made in Britain’ marque on the new packaging. This complements the introduction of a Union flag on all product packaging; showcasing the brand’s commitment to British manufacturing.

The first range to benefit from the rebrand is Derwent’s Artists Black & White Collection which is a new colour selection launched under Derwent’s rebrand. The new selection of Artists pencils has been created through a workshop studying the requirements of recognised artists to create a supreme line of pencils. The Artists Black and White Collection captures the subtleties needed for a white and black range of pencils, with minor increments of hues and tones across the selection of colours. The packaging will also feature a portrait drawn by professional artist David Sandell.

Derwent’s will also be relaunching their ‘Graphic’ pencil collection later in the year. The Graphic range possesses ‘smooth-to-the-core’ graphite tones with the ability for seamless layering, and improved breaking point and performance. Alexis Marcou, world-renowned for his work with graphite, has been commissioned by Derwent to create artwork for the ‘Graphic’ collection.

Astri Saunders, Marketing Manager at Derwent said: “The new branding reaffirms our longstanding commitment to the artistic community. Through commissioning and collaborating with leading artists on our new packaging, we’ve been able to showcase artworks inspired with Derwent products”.

Quality and craftsmanship are key cornerstones of the Derwent brand. With stringent quality control in the production of all products across a wide array of art categories. The brand is continuously working to develop new innovations across its product ranges.

Astri, added; “The new and improved Graphic collection demonstrates that even with a product that is highly regarded by the creative community, we are continuously developing and focusing on product attributes and if we can bring any improvements to a product as a brand will do so“.

The new Artist Black & White 6 Tin featuring the refreshed branding will be seen on shelves from June 2016 and further information on Derwent’s ranges can be found at www.pencils.co.uk.

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