Luxury pen manufacturer Sheaffer is launching a loyalty magazine called Sphere next month to reposition the company and support its range of products.
The publication will be the focus of a new sub-brand of the same name, designed to attract a new type of upmarket customer. London design group Creative Reality has created both the magazine and brand identity.
Sheaffer global marketing director John Mitra says the company is suffering from an image problem which it is now addressing by targeting a younger market of sophisticated, cosmopolitan professionals.
“Sheaffer is seen as old-fashioned and staid, which is not appropriate for the modern world. We want to position it in a more relaxed and modern lifestyle environment,” says Mitra.
“By putting Sheaffer side by side with a magazine of the quality and style of Sphere, we will be making a stronger statement than simply pushing the brand name under people’s noses.”
Creative Reality creative director Tom Prendeville says: “The magazine is looking to encompass the 20- to 40-year-old group with an international outlook.”