Writing instruments vendor uniball has announced a rebrand of its operations in North America.

 

The company will now be known simply as uni, a change it says has come as it expands its product ranges and market share via a brand portfolio that includes uniball, POSCA and EMOTT. 

 

This month, uni introduced a new brand campaign called Start Your Story https://www.youtube.com/watch?v=gf83QpfjCZ0 . It has been designed to communicate the brand transition and drive awareness of what’s possible with uni’s portfolio of product solutions.

 

President Mike Parker said it was more than a name change. “It’s a fresh commitment to our future that will widely expand our portfolio of product solutions in the writing, art and creativity market segments,” he stated.

 

uni projects its North American business to exceed US$120 million in annual revenue by 2025, essentially doubling in less than five years. While the threat of digitisation has been well-documented, uni noted that digital penetration on tablets has plateaued, with a number of sub-categories in the writing and art and craft segments “maintaining high levels of consumer relevancy and sustained growth”.

 

“uni is driven by consumer and category insights which have demonstrated a clear path to move into new market segments,” it said in a press release.

 

“A robust R&D group focused on new designs and new ink solutions, and proprietary product innovations that include self-sharpening pencils and archival ink formulations, ensures the company continues to meet the needs of today’s creators,” he said.

 

For more on this story and other global news go to https://www.opi.net/news/region/001-north-america/rebrand-for-uniball/