Kokuyo Camlin is the owner of India’s two most loved and treasured brands- Camel and Camlin. With newer stationery brands coming into the market, the company was beginning to lose relevance, despite its rich legacy.

Our branding and packaging exercise for the legacy brand started with a strategic split of the company with all art products being organized under Camel and all stationery products under Camlin. This allowed for defining two distinctive brands that catered to customers' needs, instead of categories.

From there, the design system was founded on crafting age-relevant designs- fun and playful for early learners, modern and sharp for teens, and functional for adults. Our design system, catalyzed by our big ideas, created unique and distinguished identities for these much-loved and adored brands.