Edding Group

Summary

Edding is a brand synonymous with creativity and expression, yet even iconic brands must evolve to remain relevant in a changing world. In this project, the focus was on sharpening Edding’s positioning and developing a brand strategy that would both honor its heritage and set a bold course for the future.
Through a series of collaborative workshops with key stakeholders, we explored the core of Edding’s identity; what the brand stands for, who it serves, and why it matters.
The outcome was a clear, actionable brand strategy anchored in Edding’s purpose: empowering people to make their mark, literally and figuratively. Together, we crafted key messages that resonate with both loyal customers and new audiences. These messages now form the backbone of Edding’s communications, guiding everything from product launches to digital campaigns.