Tmall Limited Edition series
BIC has been the world's largest manufacturer of lighters and stationery since 1973. As a global leader, the brand is well-known for its product quality. In China, however, it didn’t enjoy the same popularity, and the company faced low-quality, low-price competition.
Beginning in 2017, we conducted extensive market research and leveraged it to develop BIC’s new position, reframing the lighter as a fashion accessory. We designed new product lines and have continued to assist in the brand’s online expansion.
Planning & Execution
Together with BIC, we developed a limited edition series of lighter cases in premium packaging with online sales and delivery costs in mind. In line with the new positioning, we applied fashion accessory concepts to the product photo shooting. We selected brilliant, lively colors to create a fashionable, young style and “insta-perfect” shots. We fully redesigned BIC's official China e-commerce platform. Our new navigation interface and restyled product images delivered an enhanced user experience and ensured brand consistency.
Effectiveness / Results
The new limited edition series reduced e-commerce delivery costs while repositioning the brand. The visual approach dramatically increased online traffic and sales.