Derwent’s product innovation was once again on display at CreativeWorld as the brand was joined by British artist Jake Spicer, who demonstrated new products, the Lightfast range and Inktense Paint Pan Travel Set.
The introduction of the Derwent Lightfast range follows on from the successful launch of the Procolour and Precision ranges that were presented for the first time at the Frankfurt show last year.
With 100 per cent lightfastness, an oil-based formulation and an opaque laydown, the 72 pencils in the professional Lightfast range have been rigorously tested by Derwent’s technical team to meet the ASTM D6901 standard. The range is positioned as Derwent’s ultimate artists’ pencil, with key product attributes demanded and expected from professional artists.
Derwent are also introducing an extension to the Inktense range, which will see Derwent’s first product offering in the fine arts painting category with the launch of the Derwent Inktense Paint Pan Travel Set. Expanding the appeal of the water-soluble range to more artists, the Inktense Paint Pan Travel Set will launch in March, and bring Derwent into a new category and new in-store opportunities.
Mike Stranders, Vice-President and General Manager at Derwent said, “innovation is a cornerstone of the Derwent brand and we have a commitment to bring consumer-led, forward-thinking products to the market annually.
“We are continuing to build a strong market presence and increase brand recognition with first-class in-store marketing including new packaging and POS solutions to complement our successful merchandising solution, which launched in 2017.
“CreativeWorld connects the Derwent team directly with our customers, showcasing what we can do to support customers profitably grow their sales with Derwent products and marketing solutions. We look forward to welcoming customers to Creativeworld to demonstrate Derwent’s passion and commitment to our mutual success.”
Derwent Academy will be presented in a new-look green packaging, bringing the aspiring artists collection in line with Derwent’s Professional range, increasing brand recognition for consumers when presented on shelves and in stores. The collection will also be broadened to include a selection of markers, pastels and paints with a variety of POS merchandising solutions.
Completing Derwent’s retail proposition was a modular merchandising system which was launched in 2017, providing in-store flexibility and an easy-to-build solution for retailers of all sizes.