Silvine is the main brand of Sinclairs, a family stationery business operating since 1837. Silvine was trademarked in 1902, and over the years have produced a vast range of stationery. Their current range has been streamlined to include shorthand notebooks, refill pads, exercise books, sketch pads and raffle ticket books. All manufactured in their millions every week, from their factory based in the Yorkshire Dales.
Sinclairs was looking to refresh and categorise the Silvine product range in order to identify and target new buyers. The firm already had a couple of products made from recycled paper, but we spotted an opportunity to do so much more in the environmental category (especially as we knew Sinclairs really does care about sustainability).
We proposed a 3-tier Silvine Environment range of (a) recycled, (b) FSC-certified, and (c) carbon-neutral stationery products. We worked closely with the team at Sinclairs to refresh a couple of existing ‘recycled’ products, and developed design concepts for entirely new carbon-neutral and FSC-certified products. We also suggested that Sinclairs emphasise their ‘Made in Britain’ credentials, since competing products are all made in Europe, India or China. The Silvine range was further sub-divided into ‘premium’ and ‘everyday’ products.
The Environmental range opened up new conversations for Sinclairs with existing customers while also creating opportunities to reach out to new customers. The range quickly became the category champion, achieving the lion’s share of the UK market while taking no business from Sinclairs’ other product ranges. The Environmental range is stocked by all major wholesalers, including EVO Group and Spicer’s (who supply a network of dealers). Sinclairs even won an award for this product range. It picked up best environmentally friendly product at SOPX 2009 in its launch year and then the refreshed range helped us win BOSS Industry awards Environmental Manufacturer 2014.
“This range was a totally new concept led by The Other Person. They refreshed two existing products and positioned them within this range, and developed the ideas for the other products.”
Simon Medley, Marketing Manager, Sinclairs