X-ACTO
Trimming the Waste
Envisioning a Sustainable Future for an Iconic Tool
Brand Strategy
Brand Identity
Packaging Design
Product Prototyping
X-ACTO
Challenge:
X-ACTO asked us for some product envisioning work, especially around brand and sustainability.
Strategy:
Audience research uncovered a preference for companies that practice sustainability. Yet one of the core aspects of the X-ACTO experience features a wasteful, disposable blade. We determined that if X-ACTO adopted sustainable practices, it would increase the shared values with its customers and create better brand engagement.
Solution:
We created a suite of features within the X-ACTO product system centered around sustainability. From the knife to the storage box, this new system helps X-ACTO reduce waste going to the landfill, creates new revenue streams, and increases customer loyalty.
Existing Logotype
“X” Marks the Spot This new logo provided a shorthand for the new system while reflecting a level of precision.
Proposed Logotype Emphasizing the “X” in the name reinforces the well-known precision cutting instrument.
New blades were designed to signal to consumers they were recyclable.
A retractable blade grip improves usability, increases safety when not in use, and preserves the life of the blades.
A peg-friendly packaging sleeve protects the knife and is made with recycled materials.
The Blade-Dispenser System is spring-loaded. It holds new blades and stores used ones. The blades and the dispenser are made from the same metal material, creating a single piece that can be recycled.
The sustainable system is based on a subscription model. Customers return their old blades in a self-mailing package.