A promotional mailer to send to our clients and to celebrate our 13th anniversary. Something to send to our clients, a piece of packaging that will hopefully be kept ion a shelf longer maybe than the item it packs.

Now lot of people think the number 13 is unlucky, like black cats, walking under a ladder, hanging a horseshoe the wrong way round, breaking a mirror and opening an umbrella inside, the latter is what became the inspiration behind this self promotional piece.

So we created a direct mail piece to send to our clients to put a positive spin on the number 13 and its relationship with luck because for us 13 is a lucky number, one we are proud to have reached.

We wanted to play on the theme of luck and how we are proud to have weathered the storm of the past 12 months especially with Covid having such an impact on industries throughout the globe we feel that to come through this far is something of an achievement.

We wanted to create something to put a smile of the recipients faces and become a keepsake. An umbrella became the thing we sent out, being located in England everyone knows we get our fair share of bad weather and when it rains, it rains, and usually for a long time. I guess in turn means we get an equal share of bad luck. There are no consistent days of Californian sunshine here. But this played really really nicely with us weathering the storm of being in business. We wanted to showcase that packaging can be really engaging and interact with the product and engage with the consumer. Self promotional items are always the best ways to show clients ideas without limits.

So we packed the umbrella so that the handle of the umbrella becomes the tail of the cat, combining two items synonymous with bad luck. Now we are that superstitious here at Pencil but just incase we left a message on the flap when you opened the box up, we don’t want to be responsible for anyones misfortune.

The final piece really has a personality to it, and really defines how packaging can develop emotional connections with the consumer.