"In 2010 a new brand and style of stationary was launched under the name P Around. P Around is inspired by the idea that ideas are all around us. The concept of the brand is to create functionality and beauty through the product’s intended use. Take for example the intended use of an eraser is to erase; this functionality influenced the design of its packaging, the patterns on the packing are made by erasing material to create interesting graphics. This concept is repeated throughout the brand; the patterns on the A4 paper are designed to mimic folding a sheet of paper, the packing of pencils are decorated with drawings created with that weight of pencil."