Original Parker Pen with

Parker Pen designs


Parker pens have graced the writing desks of queens, sultans, and American presidents. The brand name has been around for longer than a hundred years, and it is reputable all over the world. Yet their buy knowledge left some thing is desired. THRIVE stepped directly into renew the relationship and develop anticipation from point of acquisition to unboxing and everyday use.

Start Thinking About the Whole Experience

The analog appeal of an excellent composing instrument while the experience Parker had been fundamentally offering purchasers didn’t add up. Whichever pen had been bought—a $50 entry-level or $500 luxury pen—buyers obtained little contact after the purchase, little love, together with exact same nondescript field. The packaging, buying and ownership experience had become an afterthought—and a hindrance to your brand name.

Define Your Niche inside Luxury Landscape

Parker comprehended that with a history like theirs, luxury was their birthright. The question that remained ended up being just how to stake their claim in good writing device market. We performed a detailed exploration of “luxury” itself, leading to a brand new brand position that defined Parker’s niche as a variety of its analogue performance credibility and genuine, storied past.

Meet Buyers at Every Step for the purchase

With brand name place set, THRIVE then researched what other luxury brands were performing to stand on. The insight: top deluxe companies transform unboxing into a special and well-paced performance. To fix Parker’s presentation issues, we re-imagined the pre-purchase, buy and post-purchase experience to exude deluxe and specialness at every turn, from anticipatory items that come in the post before your pen comes, to a dramatic unboxing, a paced expose of data, and physical “reminders” that stick around on buyers’ desktops.



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