TUL Gel Pens

Gel pens

The new line of TUL writing instruments represents OfficeMax’s first design-based private label brand. Through innovative design, the TUL line offers the feeling of a premier writing instrument for less than $3. The packaging is deliberately clean and sophisticated, with the copy text kept intentionally short and straightforward. The packaging stacks easily and acts as a storage case in office supply rooms. The pens are silver, sleek and understated, fashioned to resemble high-end executive writing instruments. OfficeMax developed TUL with insights from consumer research and employee participation. The result: a product that sold out in its first week.