Marvy Uchida:
Redesgined
Elevating a heritage brush pen line, showcasing premium craft and inspiring a new generation of artists to create boldly
Timeline
Oct - Nov 2024
Role
Solo Designer,
Visual Director
Tools & Services
Adobe Photoshop, Adobe Express & Premiere, Procreate
Project Overview
As part of my Introduction to Digital Media course, I was given a six-week to reimagine and revitalize an existing product brand. Key deliverables include:
Analyze the brand’s messaging, target audience, and storytelling
Conduct a competitor analysis & identify design flaws and user pain points through visual mark-ups
Rebrand the logo, the the overall product and packaging design
Create a full social media campaign, including posts, video ads, and original photoshoots
The Issue
Marvy Uchida struggles with an image problem - its current packaging and branding feel cheap and juvenile
With a longstanding history in the art supplies industry, Marvy Uchida's branding is currently not up to par with the values that it delivers, with a juvenile and inconsistent visual identity and weak social media presence. This does not reflect the decades of rich history of its products since 1973. The brand has yet to carve out a strong position in the creative industry, and can be easily perceived as a low-quality, budget product in the arts & crafts aisle of dollar stores.
Marvy Uchida's original logo
Before the rebrand
To start off, I conducted an in-depth assessment of Marvy's visual identity, from its logo to product design, and its social presence
Benchmarking the Brush-Pen Giants
A concise, side-by-side look at Tombow (a global leader in the brush pen market) and Marvy to surface insights that will steer Marvy's upcoming redesign.
Ideation
Marvy Uchida’s rebrand positions its brush pens as a high-quality, versatile tool for artists and hobbyists alike, blending precision and playfulness seamlessly.
The Refreshed Brand
Inspired by the fruitful and diverse expressions that each individual is able to create with its array of products, the new Marvy Uchida logo reflects the brand’s mission to color every stories. Featuring a refined custom-designed wordmark, the design blends elegant calligraphy with a modern typeface as an abstract symbol for Marvy’s iconic dual-tip brushpen - the brush tip, evoking a painterly feel for bold, medium, and fine strokes, and the fine tip, offering consistent lines for intricate detail.
