Branding the Humble Pencil

How do you brand a pencil?

On one of his recent Marketing Companion podcasts, host and author Mark Schaefer was talking to his guest about community, and the concept of “enrolling” people into a service as opposed to selling them on the service. Mark noted that this concept may not translate to a product like a pencil, in which the purchase is transactional. His point is well-taken; however, there is a company that has created a passionate community of users who seek out their products, which are…pencils.

As a self-taught drawer, I heard about Blackwing pencils at an art supply store that didn’t stock them. I checked out a couple of other stores, and they didn’t have them either. Fast forward a few months and I visited Oil and Cotton, which is an art supply store and studio in Dallas. They feature a nicely curated collection of art supplies, and lo and behold, I finally found my Blackwings!

The Blackwing Story

Blackwing is a company based in Stockton, California that revived a brand that started in the 1930’s, was discontinued in the late 1990’s, and reintroduced in 2010. The pencils only come in four levels of hardness as opposed to those of competitors, who may market a full range consisting of ten or more. In addition, the pencils only come in sets of twelve. There is an Audition Pack available with one each of the four core pencils, but once you decide which are for you, you have to purchase in sets of twelve.

The company does release limited edition sets with different graphics and eraser colors on the pencils, although the graphite in these sets are still one of the four basic types. That doesn’t stop people from collecting them, though.

The Company’s Purpose

The company states that their purpose is to “help people slow down and find some balance in their fast-paced digital lives.” These pencils and related products are an affordable luxury that says something about the discerning taste of the user. And intentional or not, the fact that the limited edition sets are relatively hard to find probably adds to the allure.

The Brand

The brand identity of Blackwing isn’t bound up in the product alone; they have actually managed to turn their pencils into a lifestyle brand. Blackwing publishes a monthly enewsletter in which different members of their staff share what they’re currently watching, listening to, and so on. Recently they announced that they have partnered with REM to celebrate the 25th anniversary of their album, Up, with a limited edition pad and pencil. They’ve also partnered with New York Magazine by releasing a special crossword graphic pencil with a crossword puzzle in the box. They even have a label, Blackwing Music, that releases records and produces concerts by independent musicians.

As for my drawing, I’m using the Matte and Pearl graphites in my set of pencils alongside my other favs, Staedtler Mars Lumographs. I think I’ve found the perfect combination!

Branding a “commodity”? It may be more possible than you think.

Note: No Generative AI was harmed (or used) in the writing of this article.