FABER-CASTELL
FABER-CASTELL
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C O N T E N T S
INTRODUCTION
a short introduction to Faber-Castell, and how they developed, and a slight background
BRAND STORY
the brand story, and its development to its current state
BRAND STRATEGY
a brief and detailed explaination on how Faber-Castell uses its brand to move, talks about Archetypes and profiling
BRAND MOVEMENT
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a movement which involves the tribe and movement
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MONOCHROMATIC SCHEME
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the movement, and how it applies for the brand identity
COMPETITORS
acknolweding and understanding Faber-Castell’s competitors
COLOR IN DAILY LIVES
how Faber-Castell actually applies in more than color pencils
MORE THAN PENCILS
showcase how Faber-Castell can fit its brand movement with more than pencils
FABER-CASTELL LEGACY
the legacy and heritage of Faber-Castell
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FABER-CASTELL
INTROD UCT ION
Faber-Castell, established in 1761 by the cabinet maker Kaspar Faber (1730-1784†), is one of the oldest industrial companies in the world. The company is the world’s leading manufacturer of wood-cased pencils with a varied range of products for writing, drawing and creative design, as well as decorative cosmetics. Faber-Castell is renowned for its high quality, innovative products, commitment to tradition, and environmental awareness. Lothar von Faber (Fourth generation, 18171896†) took over the family business in 1839. He is remembered, in particular, as a pioneer of the branded article who in creating his own brand name set a new standard that became a yardstick – not just for this line of business, but also for the generations who later headed the company. “From the start I was determined to raise myself to the highest rank by making the best that can be made in the world.” In 1999, Faber-Castell acquired Creativity for Kids, the leading U.S. specialty manufacturer of creative activity products for children of all ages and moved their U.S. headquarters to Cleveland, Ohio. The very next year, the company introduced Premium Children’s Art Products, originally known as Faber-Castell’s Red Range of art supplies for children or the Playing & Learning Line in the United States. The products were enjoying huge success around the world, but had not been introduced into the U.S. market which was only familiar with the Faber-Castell Professional Artist Products and writing pencils. The Creativity for Kids acquisition opened up the potential for further worldwide growth of the Creativity for Kids brand and helped facilitate the entry of the Premium Children’s Art Product line into the U.S. specialty toy market.
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H I S T O R Y
FIRST GENERATION
SECOND GENERATION
Kaspar Faber was a cabinet-maker from the 1660s. At first he worked for local traders, but in his spare time he produced pencils on his own account. Soon he became so successful that he was able to set up his own business. From these humble beginnings it was to develop into a company known all over the world.
After Kaspar’s death his son Anton took over the business, which was already doing well. He acquired a plot of land on the edge of Stein, with a workshop that within a few years he had built up into a flourishing manufactory. The site remains the headquarters of A.W. FaberCastell to this day. At the age of 51 Anton Wilhelm handed over to his only son Georg Leonhard what was already documented as a pencil factory and the company that still bears his initials.
THIRD GENERATION
FOURTH GENERATION
Georg Leonhard continued to operate the company in what were difficult times, politically and economically, but was unable to prevent a fall-off in business. His pencils were still produced using conventional methods, even though a new process for making the leads had been discovered in France. He was also unable to compete with the “rare English pencils” made from finest Cumberland graphite.
The 22-year-old Lothar Faber returned home on his father’s death in 1839. With a strong will he followed an ambitious goal: “to rise to the highest position by making the best that can be made anywhere in the world”. He modernized the production plant and secured first-class raw material from a graphite mine in Siberia.
FIFTH GENERATION
SIXTH GENERATION
Wilhelm von Faber was of artistic bent and not really cut out for business. Fate was unkind to him: his sons Lothar and Alfred died at the age of three and four respectively. To complete the tragedy, he himself died at the early age of 42, leaving three daughters, all under age.
Wilhelm von Faber’s eldest daughter and subsequent heir Baroness Ottilie von Faber (1877–1944) was married in 1898 to Count Alexander zu Castell-Rüdenhausen. Two years later he joined the board of management which he headed after the death of Lothar’s widow in 1903. That same year the foundation stone for the grand “New Castle” was laid – a unique monument in the Jugendstil (German art nouveau style).
After Lothar’s death in 1896, his widow Ottilie ran the company until the turn of the century, assisted by some faithful employees.
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Y With the history of Faber-Castell, the brand story is to recreate a monochromatic scheme for FaberCastell and their colored pencils. The new brand story is to create a comfortable and yet sustainable scheme for FaberCastell. For instance, in this era, monochrome is a done-to-death method and aesthetic, with FaberCastell and their bright colored signatures, we have created a new monochromatic colored scheme for the brand story.
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BRAND STORY
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Faber-Castell has started its branding with using the color red. Reason being able to capture attention easily, and to give out a hotter and warmer feeling of closure.
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Currently, Faber-Castell is trying for a more modernized and contemporary aesthetic, in this case, they also try to aim for a higher and more millenials-esqued theme. The brand guide and strategy NOW is to emphasis on the uses of monochromatic colored schemes. The idea of bright colors are still there, but at the same time, making use of the current black and white monochrome scheme as the usual and norm, as well as making the new colored scheme.
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REVOL UTIONA RY Faber-Castell aims for its products to be revolutionary and timeless. After the brand movement for the monochromatic color schemes, the future of Faber-Castell hangs ajar. Futhermore, it opens the window of allowing users to feel the experience of colorcoded dynamics.
NEW ST YLE This brand book serves as a purpose to produce and create a new style for our Faber-Castell, espacially for their futuristic design and, aiming for artists an d designers.
FUTURI STIC DE SIGN
Another future for Faber-Castell includes the futuristic design that they promise and work to achieve together with the consumers.
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BRAND STORY
For instance, the monochromatic color scheme is the first step for brand movement.
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Nanyang Academy of Fine Arts (NAFA), 2017
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Products of MEGAFASH (Suntec City), 2017
Monochromatic color scheme example
Monochromatic color scheme example
BRAND STORY
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BRAND BRAND BRAND BRAND BRAND BRAND BRAND BRAND BRAND BRAND BRAND BRAND BRAND BRAND BRAND
IDENTIFYING M O V E M E N T
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BRAND STRATEGY
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One of the new movement set by FaberCastell, is the involvement of monochrome in forms of colors. For instance, if you noticed, throughout this magazine, you’ll realize a repetetive form of monotonous colors, espacially on the first few pages, where we tried to introduce certain examples to our readers. The reason for us to choose this movement is because in recent years, there has been a rise in monochrome, in black and white. However, the term monochrome itself is used to describe certain colors of different shades, and not just for that two colors.
The movement we’ve identified, includes the colored monochrome scheme, and we think it affects the future of Faber-Castell, such as revolutionary in terms of usage, design and purpose. Also, it includes the new style for Faber-Castell, as it highligts a new motion for change. Rather than the usual red hue for its usual brand identity. Lastly, the futuristic design also comes in when both brand movement are in place. This potentially could lead to a brand movement and shifting its brand status to a more moden product and business.
Now that we have identified the movement, we will now proceed to talk about brand strategies, and how the brand Faber-Castell plans to bring and introduce the current monochrome scheme of black and white into a new world, by adding more colors. Reason being, this will help to modernize and contemporize the whole new brand itself and bring most people’s childhood into their new life, as we have conducted that children prefer to use Faber-Castell pencils for their works, as it will help them with the vast and various different colored pencils. 30
Nanyang Academy of Fine Arts (NAFA), 2017
Monochromatic murals
BRAND STRATEGY
FABER-CASTELL
RELATING TO TRIBE
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C R E A T O R S
ARTISTS They work hard, and let their voices be heard. Furthermore, artists appears everywhere, they can be anyone. But what makes artists artists, is their ability to appreciate work done. The worst, or the best work done, artists are able to identify and treasure the most of it, which allows themselves to feel the emotions and work by others.
CREATORS Creators don’t just create. They make sure they are heard and seen. They make their art visually revolutionary and different from as many peopel as possible.
Artists stray from the ordinary. Artists break the rules.
So what does Faber-Castell has any link with creators? and these are the following.
Artists start a whole new revolution. Artiss turns the old into new, and new into the future work.
Creators has the ability to identify the next revolutionary art movement, which is our monochrome colored scheme. Creators can hear and understand Faber-Castell’s new movement with ease.
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Faber-Castell has prided itself over its new brand strategy by creating a monochrome scheme filled with nothing but colors. We are sure to create a new revolution out of the old, and palce art on the map once again, like it did before. So what does stationery has to do with it? Well, actually quite a lot to explain.
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F A B E R C A S T E L L
Faber-Castell, being the top industry for stationery, wespacially colored pencils, are due to its high grade and good quality. This makes it remarkably important to be a trendsetter, espacially in this modern workd. Pencils and colors works very well together, now picture monochromatic schemes that we’ve been talking about, and turn it into painting and drawings and murals.
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T O O L S
As for tools used by artists and creators, we have derived that they are able to use any and everything. Anything can be made into art! Hence, Faber-Castell has produced many and several limitless colroed pencilsrelated products that are able to assist them, We plan to introduce a limitless and never ending resources to create art for them.
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T O O L S
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ROYAL
ARCHETYPES
The archetype of Royalty is for Faber-Castell’s core ego. It is something that Faber-Castell has been proudly inducing and priding themselves on. Their current logo might be a straightforward approach to introducing this. However, people who do not study archetypes, might not truly understand this.
CREATIVE
The archetype of Creative is Faber-Castell’s super ego. It is the archetype that the brand might not initially enforce. However, if you look at the covers and other related items, you can clearly see creative artworks and drawings being placed. It is a subconcious archetype that Faber-Castell might not initially thought to include, but did it anyway.
EVERYDAYMAN Everydayman is Faber-Castell’s archetype for their identity. The reason being, Faber-Castell has been producing stationery for ages. And people from then until now, has been relying on stationery on a daily basis. Hence, this archetype reflects the identity of an ordinary brand, with the previous two archetypes to uplift the brand strategy.
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Faber-Castell Castle (Winter) https://www.faber-castell.co.uk/
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By applying the monochrome colored scheme, it can be used on most of Faber-Castell’s products. This new application will be the identity of the brand. One of the major brand movement introduced here will be compilation of images that will prepresent the new movement. It will also apply to the core archetype of royal, as well as both creative and everydayman. This will mean using methods that peopel belonging to those tribes will understand, and aiming for a new revolution while still paying tribute to the ancient culture.
Polaroid Series I (Blue Hue)
Blue monochrome
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CONTEMPORARY IN
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Rochor Centre http://www.anza.com 52
BRAND MOVEMENT
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One of the brand movement to connect Faber-Castell, the strategy to the tribe and movement - creating contemporary work with conventional work. Start off by turning monochrome (black and white), into colorized pieces. Look at the right for a reference image in Singapore’s outlet.
“MONOCHROME” [Noun]
a photograph or picture developed or executed in black and white or in varying tones of only one colour.
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BRAND MOVEMENT
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ERA OF COLORS
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In terms of context in today’s cultures, items and stationery all around you, are very visibly colored. This is because it can attract younger audiences. However, in this case, we can see that items are color coded as well, with similarities with FaberCastell’s colored pencils. This is to enforce the brand movement, which also brings out the artist in every individual.
Everyday Life Colors
Stationery Movement
This movement ties up Faber-Castell, as well as its potential movement along with the combination to enforce the color-coded direction for several items. It also serves as an idea for attracting visual artists to pick up the stationeries, as they are more visually inclined, able to spot the upcoming trends. This will open a path for the new brand opportunities, and allow people to take notice of Faber-Castell.
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For Faber-Castell to make colored monochrome scheme happen, it is quite asy. All we have to do is to paint and color over the monochrome scheme over with any stationery. As for the brand shift, it is quite clear that by looking at this book. It clearly shows how it attempts to overwrite the vibrant signature red, and turn it into monochromescheme works.
Monochrome Shift
Brand Shift
In this era of colors, we tend to define ourselves with colors, and even in this case, objects can be identified with color codes. Furthermore, objects play a part in monochrome hue and transitions. It shows that there are more than 1 shade of the same color. Similarly for stationery, there is a brand shift of following the journey of colors, to becoming a variety of shades and hues.
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MONOCHROMATIC
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SCHEME
BRAND MOVEMENT
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Rochor Centre (Blue) https://www.eyeem.com/a/12121677 64
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MONOCHROMATIC SCHEME
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BRAND MOVEMENT
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COMPETITORS
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CREATORS & COMPETITORS
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STEADLER
Mainly uses the primary color of red, similaly to Faber-Castell. Also, Steadler produce a lot of stationeries, as well as equipment and tools meant for artists. However, unlike Faber-Castell, Steadler does not have a long and rich history, that utilizes the royal archetype, to enhance the brand idea.
Steadler also focuses on producing items for artists as well as creators. They ensure that their products are well designed and created for their everday lives.
Steadler Color Pencils http://www.youtube.com
Unlike Faber-Castell, which now focuses on rebranding their image by utilizing the mindset of millenials as well as old-fashioned designers, which could broaden the target audience.
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STABILO
Similarly to Steadler and Faber-Castell, Stabilo makes use of the same rich and vibrant red. Also, it is not as rich in history and process of making the pencils as enforced as FaberCastell’s. There are however, lesser products Stabilo produced, as it first derived from chalks and crayons, before heading down to stationery, which is the opposite for Faber-Castell.
Stabilo Color Pencils https://i.ytimg.com/vi/cX2j-3se5to/maxresdefault.jpg
Stabilo, which logo is a white swan. Clearly, the brand identity is an innocent, and yet, creative which makes it drive into a different direction from Faber-Castell.
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CREATORS & COMPETITORS
Both brands can be noted to stay away from royal brand, which Faber-Castell used, hence, making it a subconcious first and top most number 1 brand for stationeries. 77
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COLOR IN DAILY LIVES
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CREATORS & COMPETITORS
Nanyang Primary School http://www.inhabitat.com
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COLOR IN DAILY LIVES
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Pages that will connect Faber-Castell colored pencils to items to defines the “colored monochrome scheme”
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MORE THAN PENCILS
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ORANGE SAR DINA
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MORE THAN PENCILS
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SILVER SUR FER
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GREEN & RED
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MORE THAN PENCILS
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SHINE FO REVER
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BLUE’S CL UES
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WHITE BOO
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BLUE PHOTO GRAPHER
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GREEN LU NGS
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FABER-CASTELL LEGACY
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FABER-CASTELL
Being the inaugural manufacturer of colored pencils since 1908, Faber-Castell’s legacy is quite clear. People around the world has known the brand since a long time. Therefore, it is safe to assume that Faber-Castell has since evolved, as well as, futher expanded itself. It currently has been known for its vibrant red color, but with this new rebranding, hopefully FaberCastell will leave a legacy of revolutionary and timeless stationery-manufactured brand.
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