Swingline Stapler Product Line

To truly understand this global brand it was critical to recount the path it had taken so far - identifying turns, twists and influences along the way.

The industrial age brought iconography that has remained in Swingline’s ethos for many years after its birth. From this, we established an iconic baseline.

The beginnings of exploration lead to ways to push the language and establish new interpretations for form and function.

Prototyping forms enabled hands on exploration of identity, proportion, ergonomics and forms.

Identity should also encompass the entire brand experience. Our team explored function, tactile response, materials and articulation in order to ensure Swingline maintained a superior brand experience.

Consistency of form, proportion and functional cleverness were maintained across multiple price points ensuring a wide retail presence that fit business requirements and consumer needs.

The new line gained the attention of media and consumers alike.