GELOCITY

PACKAGE & KEY VISUAL | BIC USA

To strengthen its position in Gel pens, the largest and fastest growing segment in the category, BIC repositioned its Gelocity portfolio to align with the key consumer need state of ‘extra smooth.’ To visually express this positioning on packaging, LAM created a new sub-brand logo for Gelocity and a colorful wave graphic to convey the feeling of a gel pen smoothly and effortlessly sliding across paper. To clearly differentiate good vs. better product segments, we updated variant logos (e.g., Original, STIC, Quick Dry), color-coded the wave and ensured key claims stood out. Our wave key visual was applied across all brand activation elements.