Makers’ minds cannot be tamed.
Schneider, a successful and long-standing manufacturer of writing instruments based in the Black Forest, wants to reach a new target group with products for the growing do-it-yourself market. For this purpose, we developed the sub-brand Schneider Makers Line and have been maintaining its brand presence ever since.
The Makers Line sub-brand
In 2020, Schneider Schreibgeräte GmbH first expanded its line-up with dedicated products for amateur artists. As the new target group contrasts strongly with earlier ones, an independent marketing strategy had to be developed for the product line. With our support, a new sub-brand eventually grew out of this: the Schneider Makers Line.
Strategy
At the start of the project it was still anybody’s guess how the new products would be marketed. We showed Schneider possible ways of locating them in the brand architecture – and eventually decided together to clearly distinguish them from the standard line-up with a dedicated, self-made-style sub-brand.
Packaging
The eye-catching marker barrels and boxes represent the Makers Line’s unique face – in the truest sense of the word.
Social Media
In order to strengthen the Makers Line’s relationship with its target group and help the brand achieve sustainable growth, we’ve been investing into building a lively social media community right from the start. For this purpose, we’re comprehensively managing the social media channels in collaboration with our client.