A new era for a timeless icon.

BIC Graphic launches BIC Cristal Expression, a customizable pen that invites iconic brands to tell their stories on a timeless design emblem, creating emotional and memorable connections.

BIC Graphic, the B2B division of BIC Group, turned to Morillas to develop the identity and communication strategy for BIC Cristal Expression, a customizable version of the iconic BIC Cristal pen. This innovative concept enables iconic brands, cultural institutions, and artistic spaces to tell their stories and leave a lasting impression through a legendary product. The campaign was designed to create emotional and memorable connections in key markets—France, Italy, and Germany—a major challenge in the corporate promotional sector. The campaign is encapsulated in a manifesto video

To define a creative territory, we built upon a key insight discovered during the immersion phase: each BIC pen can pass from hand to hand, potentially impacting up to 100 people. This reach, far greater than other promotional products, not only enhances brand visibility and perception but also creates a unique and lasting impact.

Since 1949, BIC has accompanied consumers, establishing itself as a great storyteller. The campaign, therefore, focuses on the stories, ideas, and emotions written with a BIC, capturing the emotionality and iconic status shared with other brands over time. Inspired by its enduring design, we established the concept “The Timeless Witness” as the core of the communication strategy—a tribute to iconic brands and emblems that have become integral parts of people’s lives.

We designed a unique and proprietary visual identity, coupled with a narrative and video to showcase this concept. Taking a holistic approach, we emphasized timelessness while underlining customization. The logo captures the artistic and expressive essence of this edition, using various typefaces from other BIC Cristal sub-brands for each letter in “Expression.”

All this was encapsulated in the tagline “Brand an Icon,” the centerpiece of the graphic language. Drawing on BIC’s iconic transparent design, distinctive cap, and recognizable colors, we created an authentic and original campaign that highlights the brand’s highly identifiable signature elements.

We also developed the communication strategy by defining the Customer Journey for the distributors who market the pens, and end clients, such as marketing or purchasing managers responsible for selecting promotional products. With distributors as the primary target, the strategy focused heavily on making them advocates for the BIC Cristal Expression pen. Most phases and messages were designed specifically to engage this audience. We segmented messages, actions, and touchpoints across the three key phases of the journey, identifying communication pillars to activate across all brand channels.