Maped uses two distinct approaches which come together to create products. They reinvent an existing product by improving how it is used and modernising its design. However, they also regularly create new products through collective consideration and discussion between the Research, Marketing and Design departments. This was the case for their 4-colour Twin Tip pen, which arose from research into concepts. The challenge was to find an innovative and attractive product in a field with an already extremely wide range of items on offer. The variety of Maped's products offers them a large sphere of activity. Analysing, anticipating and innovating are the watchwords of industrial designers.