Consulting Case: Rethinking the Pencil Case
How does a pencil case stand out in a competitive market? And how can it meet the needs of children and parents alike? Our Consulting Services supported stationery manufacturer Baier & Schneider in developing exactly that solution.
Client: Baier & Schneider
Scope of Services: Target group and market analysis, project management, scouting of designers
Objective: Development of a market-ready product design for everyday school use
How do you create a solution that clearly differentiates in the market while meeting the needs of children?
The new pencil case was conceived not only as a functional solution but as a flagship project. To achieve this, the client defined clear requirements: two distinct models, full integration of typical school supplies, child-friendly ergonomics (e.g. robust zips for small hands), durable and easy-to-clean materials, and innovative design elements that set it apart from competitors. At the same time, the solution needed to ensure high everyday usability and build a strong emotional connection to the brand.
Approach
- Target Group and Market Analysis
A detailed analysis laid the foundation for all subsequent steps. It revealed the needs of children and parents and defined a clear market segment. - Strategic Positioning
Based on the identified USPs, a clear positioning strategy was developed. - Design Briefing and Requirements
The design briefing translated the strategic positioning into functional requirements and design guidelines, including ergonomics, everyday usability, material quality and innovative design elements. - Scouting and Selection of the Design Partner
A structured selection process led to the identification of a suitable partner: Invivo Industrial Design, a Berlin-based product design studio. Key factors were design expertise, a deep understanding of the target group, and the ability to translate strategic requirements into concrete solutions.
The Result
The result: three distinct pencil case variants – a two-zip model, a compact version with a single zip, and a robust hard-shell version with a modular interior. All follow the same principle: maximum clarity with minimal space requirements.
One defining feature is the opening along the short side, significantly reducing the required desk space when in use. The other is an integrated ramp positions coloured pencils at an angle, enabling quick and intuitive access.
“As an experienced design studio, the introduction via the German Design Council enabled us to gain an excellent client. The professional groundwork accelerated the project initiation and built strong trust.”
Dennis Becker & Christoph Wiehle, Invivo Industrial Design
“The Consulting Services impressed us with their focused project approach and a professional, appreciative collaboration.”
Mathias Beger, Baier & Schneider
Design as a Strategic Lever
The Consulting Services supported the project from initial analysis through to partner selection.
The goal: reduce complexity, enable informed decisions, and guide the development of a market-relevant solution.
The result is a clearly positioned solution: thoughtfully designed, distinct in form, and consistently aligned with user needs.
Consulting Services of the German Design Council
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