FABER-CASTELL

FABER-CASTELL

2 INTRODUCTION 3
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C O N T E N T S
INTRODUCTION 4
a short introduction to Faber-Castell, and how they
developed, and a slight background

BRAND STORY
the brand story, and its development to its current 10
state

BRAND STRATEGY
a brief and detailed explaination on how Faber-Castell 28
uses its brand to move, talks about Archetypes and
profiling

BRAND MOVEMENT
a movement which involves the tribe and movement 45

MONOCHROMATIC SCHEME 62
the movement, and how it applies for the brand
identity

COMPETITORS
acknolweding and understanding Faber-Castells 72
competitors

COLOR IN DAILY LIVES

how Faber-Castell actually applies in more than 78
color pencils

MORE THAN PENCILS

showcase how Faber-Castell can fit its brand 90
movement with more than pencils

FABER-CASTELL LEGACY 108

the legacy and heritage of Faber-Castell

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INTROD Faber-Castell, established in 1761 by the

cabinet maker Kaspar Faber (1730-1784), is

UCT ION
one of the oldest industrial companies in the
world. The company is the worlds leading
manufacturer of wood-cased pencils with a
varied range of products for writing, drawing
and creative design, as well as decorative
cosmetics. Faber-Castell is renowned for its
high quality, innovative products, commitment
to tradition, and environmental awareness.

Lothar von Faber (Fourth generation, 1817-

1896) took over the family business in 1839.
He is remembered, in particular, as a pioneer
of the branded article who in creating his own
brand name set a new standard that became a
yardstick not just for this line of business, but
also for the generations who later headed the
company. From the start I was determined to
raise myself to the highest rank by making the
best that can be made in the world.

In 1999, Faber-Castell acquired Creativity for

Kids, the leading U.S. specialty manufacturer
of creative activity products for children of
all ages and moved their U.S. headquarters
to Cleveland, Ohio. The very next year, the
company introduced Premium Childrens Art
Products, originally known as Faber-Castells
Red Range of art supplies for children or the
Playing & Learning Line in the United States.
The products were enjoying huge success
around the world, but had not been introduced
into the U.S. market which was only familiar
with the Faber-Castell Professional Artist
Products and writing pencils. The Creativity
for Kids acquisition opened up the potential for
further worldwide growth of the Creativity for
Kids brand and helped facilitate the entry of the
Premium Childrens Art Product line into the
U.S. specialty toy market.

2 INTRODUCTION 3
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FIRST GENERATION
Kaspar Faber was a cabinet-maker from the
1660s. At first he worked for local traders, but in
his spare time he produced pencils on his own
account. Soon he became so successful that
he was able to set up his own business. From
these humble beginnings it was to develop into
a company known all over the world.
THIRD GENERATION
Georg Leonhard continued to operate the
company in what were difficult times, politically
and economically, but was unable to prevent
a fall-off in business. His pencils were still
H I S T O R Y produced using conventional methods, even
though a new process for making the leads had
been discovered in France. He was also unable
to compete with the rare English pencils made
from finest Cumberland graphite.
FIFTH GENERATION
Wilhelm von Faber was of artistic bent and not
really cut out for business. Fate was unkind to
him: his sons Lothar and Alfred died at the age
of three and four respectively. To complete the
tragedy, he himself died at the early age of 42,
leaving three daughters, all under age.
After Lothars death in 1896, his widow Ottilie
ran the company until the turn of the century,
assisted by some faithful employees.
8 INTRODUCTION
SECOND GENERATION
After Kaspars death his son Anton took over
the business, which was already doing well. He
acquired a plot of land on the edge of Stein,
with a workshop that within a few years he had
built up into a flourishing manufactory. The
site remains the headquarters of A.W. Faber-
Castell to this day. At the age of 51 Anton
Wilhelm handed over to his only son Georg
Leonhard what was already documented as a
pencil factory and the company that still bears
his initials.
FOURTH GENERATION
The 22-year-old Lothar Faber returned home
on his fathers death in 1839. With a strong will
he followed an ambitious goal: to rise to the
highest position by making the best that can be
made anywhere in the world. He modernized
the production plant and secured first-class raw
material from a graphite mine in Siberia.
SIXTH GENERATION
Wilhelm von Fabers eldest daughter and
subsequent heir Baroness Ottilie von Faber
(18771944) was married in 1898 to Count
Alexander zu Castell-Rdenhausen. Two years
later he joined the board of management which
he headed after the death of Lothars widow
in 1903. That same year the foundation stone
for the grand New Castle was laid a unique
monument in the Jugendstil (German art
nouveau style).
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B R A N D

S T O R Y
With the history of Faber-Castell,
the brand story is to recreate a
monochromatic scheme for Faber-
Castell and their colored pencils.

The new brand story is to

create a comfortable and yet
sustainable scheme for Faber-
Castell. For instance, in this era,
monochrome is a done-to-death
method and aesthetic, with Faber-
Castell and their bright colored
signatures, we have created
a new monochromatic colored
scheme for the brand story.
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B E G I N N I N G

of

F A B E R
C A S T E L L
Faber-Castell has started its branding with
using the color red. Reason being able to
capture attention easily, and to give out a hotter
and warmer feeling of closure.

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P R E S E N T

of

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Currently, Faber-Castell is trying for a more
modernized and contemporary aesthetic, in this
case, they also try to aim for a higher and more
millenials-esqued theme. The brand guide and
strategy NOW is to emphasis on the uses of
monochromatic colored schemes.

The idea of bright colors are still there, but at

the same time, making use of the current black
and white monochrome scheme as the usual
and norm, as well as making the new colored
scheme.

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F U T U R E

O F

F A B E R

C A S T E L L
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REVOL
UTIONA
RY
Faber-Castell aims
for its products to be
revolutionary and
timeless. After the
brand movement for the
monochromatic color
schemes, the future of
Faber-Castell hangs
ajar. Futhermore, it
opens the window of
allowing users to feel
the experience of color-
coded dynamics.
NEW ST
YLE
This brand book
serves as a purpose
to produce and
create a new style for
our Faber-Castell,
espacially for their
futuristic design and,
aiming for artists an
d designers.
FUTURI
STIC DE
SIGN
Another future for Faber-Castell
includes the futuristic design that
they promise and work to achieve
together with the consumers.

For instance, the monochromatic

color scheme is the first step for
brand movement.
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Nanyang Academy of Fine Arts (NAFA), 2017 Products of MEGAFASH (Suntec City), 2017

Monochromatic color scheme example Monochromatic color scheme example

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BRAND
BRAND
BRAND
BRAND
BRAND
BRAND
BRAND
BRAND
BRAND IDENTIFYING
M O V E M E N T
BRAND
BRAND
BRAND
BRAND
BRAND
BRAND
STRATEGY

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One of the new movement set by Faber-
Castell, is the involvement of monochrome in
forms of colors. For instance, if you noticed,
throughout this magazine, youll realize
a repetetive form of monotonous colors,
espacially on the first few pages, where we tried
to introduce certain examples to our readers.

The reason for us to choose this movement

is because in recent years, there has been
a rise in monochrome, in black and white.
However, the term monochrome itself is
used to describe certain colors of different
shades, and not just for that two colors.

The movement weve identified, includes

the colored monochrome scheme, and we
think it affects the future of Faber-Castell,
such as revolutionary in terms of usage,
design and purpose. Also, it includes the
new style for Faber-Castell, as it highligts
a new motion for change. Rather than the
usual red hue for its usual brand identity.

Lastly, the futuristic design also comes in

when both brand movement are in place.
This potentially could lead to a brand
movement and shifting its brand status
to a more moden product and business.

Now that we have identified the movement,

we will now proceed to talk about brand
strategies, and how the brand Faber-Castell
plans to bring and introduce the current Nanyang Academy of Fine Arts (NAFA), 2017
monochrome scheme of black and white
into a new world, by adding more colors. Monochromatic murals
Reason being, this will help to modernize
and contemporize the whole new brand
itself and bring most peoples childhood into
their new life, as we have conducted that
children prefer to use Faber-Castell pencils
for their works, as it will help them with the
vast and various different colored pencils.
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RELATING TO TRIBE

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A R T I S T S C R E A T O R S

ARTISTS

They work hard, and let their voices be heard.

Furthermore, artists appears everywhere, they
can be anyone.

But what makes artists artists, is their ability

to appreciate work done. The worst, or the
best work done, artists are able to identify and
treasure the most of it, which allows themselves
to feel the emotions and work by others. CREATORS

Creators dont just create. They make sure

they are heard and seen. They make their
art visually revolutionary and different from
as many peopel as possible.

Artists stray from the ordinary. So what does Faber-Castell has any link
with creators? and these are the following.
Artists break the rules.

Artists start a whole new revolution.

Artiss turns the old into new, and new into the future work.
Creators has the ability to identify the next revolutionary art movement, which
is our monochrome colored scheme.

Creators can hear and understand Faber-Castells new movement with ease.

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M O N O C H R O M E

Faber-Castell has
prided itself over its
new brand strategy
by creating a
monochrome scheme
filled with nothing but
colors.

We are sure to create

a new revolution
out of the old, and
palce art on the map
once again, like it did
before.

So what does
stationery has to do
with it? Well, actually
quite a lot to explain.

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F A
B E
R -
C A
S T
E L
L

Faber-Castell, being
the top industry
for stationery,
wespacially colored
pencils, are due to its
high grade and good
quality. This makes it
remarkably important
to be a trendsetter,
espacially in this
modern workd.

Pencils and colors

works very well
together, now picture
monochromatic
schemes that weve
been talking about,
and turn it into
painting and drawings
and murals.

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T
O
O
L
S

As for tools used by

artists and creators,
we have derived that
they are able to use
any and everything.
Anything can be made
into art!

Hence, Faber-Castell
has produced many
and several limitless
colroed pencils-
related products that
are able to assist
them,

We plan to introduce
a limitless and never
T
ending resources to
create art for them. O
O
L
S
40 INTRODUCTION 41
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ROYAL
ARCHETYPES

The archetype of Royalty is for Faber-Castells core ego. It is something that Faber-Castell has
been proudly inducing and priding themselves on. Their current logo might be a straightforward
approach to introducing this. However, people who do not study archetypes, might not truly
understand this.

CREATIVE

The archetype of Creative is Faber-Castells super ego. It is the archetype that the brand might
not initially enforce. However, if you look at the covers and other related items, you can clearly
see creative artworks and drawings being placed. It is a subconcious archetype that Faber-Castell
might not initially thought to include, but did it anyway.

EVERYDAYMAN

Everydayman is Faber-Castells archetype for their identity. The reason being, Faber-Castell has
been producing stationery for ages. And people from then until now, has been relying on stationery
on a daily basis. Hence, this archetype reflects the identity of an ordinary brand, with the previous
two archetypes to uplift the brand strategy.

Faber-Castell Castle (Winter)

42 BRAND STRATEGY https://www.faber-castell.co.uk/ 43
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B R A N D

M O V E M E N T

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MONO

CHR

OME
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F A B E R -

C A S T E L L

By applying the monochrome colored scheme, it can be used on most of Faber-Castells

products. This new application will be the identity of the brand. One of the major brand movement
introduced here will be compilation of images that will prepresent the new movement.

It will also apply to the core archetype of royal, as well as both creative and everydayman.
This will mean using methods that peopel belonging to those tribes will understand, and aiming for
a new revolution while still paying tribute to the ancient culture.

Polaroid Series I (Blue Hue)

Blue monochrome

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50 INTRODUCTION 51
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CONTEMPORARY
IN
CONVEN
TIONAL

Rochor Centre
http://www.anza.com

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One of the brand movement to connect Faber-Castell, the strategy to the tribe
and movement - creating contemporary work with conventional work.

Start off by turning monochrome (black and white), into colorized pieces.

Look at the right for a reference image in Singapores outlet.

MONOCHROME

[Noun]
a photograph or picture developed or executed in black and white or
in varying tones of only one colour.

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ERA OF COLORS

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In terms of context in
todays cultures, items and
stationery all around you,
are very visibly colored.
This is because it can attract
younger audiences.

However, in this case, we

can see that items are
color coded as well, with
similarities with Faber-
Castells colored pencils.
This is to enforce the brand
movement, which also
brings out the artist in every
individual.

Everyday Life Colors Stationery Movement

This movement ties up

Faber-Castell, as well as
its potential movement
along with the combination
to enforce the color-coded
direction for several items.
It also serves as an idea
for attracting visual artists
to pick up the stationeries,
as they are more visually
inclined, able to spot the
upcoming trends.

This will open a path for the

new brand opportunities,
and allow people to take
notice of Faber-Castell.

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For Faber-Castell to make

colored monochrome
scheme happen, it is quite
asy. All we have to do is
to paint and color over the
monochrome scheme over
with any stationery.

As for the brand shift, it is

quite clear that by looking
at this book. It clearly shows
how it attempts to overwrite
the vibrant signature red,
and turn it into monochrome-
scheme works.

Monochrome Shift Brand Shift

In this era of colors, we

tend to define ourselves
with colors, and even in
this case, objects can be
identified with color codes.
Furthermore, objects play
a part in monochrome hue
and transitions. It shows that
there are more than 1 shade
of the same color.

Similarly for stationery, there

is a brand shift of following
the journey of colors, to
becoming a variety of
shades and hues.

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MONOCHROMATIC
SCHEME

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Rochor Centre (Blue)

https://www.eyeem.com/a/12121677
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66 INTRODUCTION 67
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68 MONOCHROMATIC SCHEME 69
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70 BRAND MOVEMENT 71
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COMPETITORS

72 CREATORS & COMPETITORS 73

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STEADLER

Mainly uses the primary color of red, similaly

to Faber-Castell. Also, Steadler produce a lot
of stationeries, as well as equipment and tools
meant for artists.

However, unlike Faber-Castell, Steadler does

not have a long and rich history, that utilizes the
royal archetype, to enhance the brand idea.

Steadler Color Pencils

Steadler also focuses on producing items for
http://www.youtube.com artists as well as creators. They ensure that
their products are well designed and created
for their everday lives.

Unlike Faber-Castell, which now focuses on

rebranding their image by utilizing the mindset
of millenials as well as old-fashioned designers,
which could broaden the target audience.

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STABILO

Similarly to Steadler and Faber-Castell, Stabilo

makes use of the same rich and vibrant red.
Also, it is not as rich in history and process
of making the pencils as enforced as Faber-
Castells.

There are however, lesser products Stabilo

Stabilo Color Pencils
produced, as it first derived from chalks and
https://i.ytimg.com/vi/cX2j-3se5to/maxresdefault.jpg crayons, before heading down to stationery,
which is the opposite for Faber-Castell.

Stabilo, which logo is a white swan. Clearly, the

brand identity is an innocent, and yet, creative
which makes it drive into a different direction
from Faber-Castell.

Both brands can be noted to stay away from

royal brand, which Faber-Castell used, hence,
making it a subconcious first and top most
number 1 brand for stationeries.
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COLOR IN

DAILY
LIVES

78 CREATORS & COMPETITORS

Nanyang Primary School
http://www.inhabitat.com
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86 COLOR IN DAILY LIVES 87

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M O R E T H A N P E N C I L S

Pages that will connect Faber-Castell colored pencils to items to

defines the colored monochrome scheme

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ORANGE SAR
DINA

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SILVER SUR
FER

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GREEN
& RED

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SHINE FO
REVER

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BLUES CL
UES

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WHITE
BOO

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BLUE PHOTO
GRAPHER

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GREEN LU
NGS

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FABER-CASTELL
LEGACY

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Being the inaugural manufacturer of colored pencils since 1908, Faber-Castells legacy is quite
clear. People around the world has known the brand since a long time. Therefore, it is safe to
assume that Faber-Castell has since evolved, as well as, futher expanded itself.

It currently has been known for its vibrant red color, but with this new rebranding, hopefully Faber-
Castell will leave a legacy of revolutionary and timeless stationery-manufactured brand.

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