Writing History
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IDENTITY
YARD-O-LED is one of the world’s leading makers of fine pens and pencils, and one of Britain’s oldest craft workshops. Founded over 200 years ago by goldsmith Sampson Mordan, who patented the world’s first propelling pencil in 1822, the brand has evolved from its pencil roots to create exquisite pens that blend tradition with modernity.
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The new YARD-O-LED brand identity reflects the elegance and craftsmanship of its fine pens and pencils. A hand-drawn logotype brings balance and refinement, while a hallmark-inspired icon, featuring a stylised 'Y', pays tribute to the brand’s invention of the propelling pencil. Together, they create a timeless, sophisticated identity that embodies the brand’s legacy of craftsmanship and innovation.
PACKAGING
Packaging celebrates the joy of writing and the brand’s heritage. Inspirational quotes are revealed when the pen or pencil is removed, creating a moment of discovery. The dust cloth features a repeat of the hallmark-inspired icon for visual harmony, while the user guide showcases the instruments in the original 1930s-style illustrations, combining craftsmanship, and timeless design.
WEBSITE & SHOWREEL
The YARD-O-LED website brings the brand’s craftsmanship and heritage to life. The homepage opens with a showreel, capturing the care, precision, and passion that go into every hand-made pen and pencil. Visitors can explore the full range of exquisite writing instruments, learning about their history, design, and fine craftsmanship.
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LIMITED EDITION
YARD-O-LED Limited Editions are created in partnership with luxury brands, featuring a slipcase over the original packaging to mark them as special releases. Each edition includes custom hallmarks for the partner, combining craftsmanship, heritage, and exclusivity in a collector’s piece.
A limited edition was created to honour Lt. Leslie March and his YARD-O-LED pencil, donated to the company by his stepbrother. While serving in World War II, a bullet was stopped by the pencil given to him by his wife Margaret, saving his life, making this pencil a remarkable piece of history.
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The packaging features a hole symbolizing the bullet, with the “lucky” pencil positioned precisely beneath it, creating a powerful and evocative tribute.
INK
The coloured inks were used to create dynamic graphic sweeps across the packaging, with a clear colour-coding system to differentiate each ink. Continuing the storytelling of the main packaging, a quote is revealed inside the box.
CHRISTMAS
A festive campaign was created for digital use to celebrate the 12 Days of Christmas, using YARD-O-LED pens and pencils to illustrate each day. The Victorian inspired illustrations bring a whimsical and luxurious touch to the Christmas season.
INTERIORS
The YARD-O-LED shop opened in Piccadilly Arcade, London, showcasing the full range of writing instruments alongside select antique models. A custom wallpaper featuring illustrated pens and pencils brings the space to life, while posters draw inspiration from vintage advertisements of past eras. The opening night was a star-studded affair, celebrating the brand’s heritage and craftsmanship in style.
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"Nicola is professional, friendly and easy to work with. She has a great eye for balancing the need to create a professional product with something that is also fun and creative. She listens attentively to the brief and also brings her own ideas and inspiration to the table providing a truly collaborative experience and perfectly executed result. I would have no hesitation in recommending her."
Emma Field
Yard-O-Led