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TUL Gel Pens / Gel pens

TUL Gel Pens
TUL Gel Pens

Discipline: Packaging

Discipline: Packaging

The new line of TUL writing instruments represents OfficeMax’s first design-based private label brand. Through innovative design, the TUL line offers the feeling of a premier writing instrument for less than $3. The packaging is deliberately clean and sophisticated, with the copy text kept intentionally short and straightforward. The packaging stacks easily and acts as a storage case in office supply rooms. The pens are silver, sleek and understated, fashioned to resemble high-end executive writing instruments. OfficeMax developed TUL with insights from consumer research and employee participation. The result: a product that sold out in its first week.

Client / Manufacturer


Corporate Headquarters
Itasca, IL, United States


Gravity Tank

Gravity Tank
Chicago, United States

Moritsugu Kariya, Scott Ternovits, Michael Winnick, Robert Zolna, Pete Ziegler