Sunny Side Up has secured the creative mandate for Lapis Bard, the luxury writing instrument and accessories brand from William Penn.

The mandate includes managing the brand’s creative output, digital content strategy, and campaigns for product launches. The agency will also be responsible for developing the brand’s overall strategy, creative execution, and integrated communications across all platforms.

The appointment follows the brand's push to solidify its premium positioning and expand its market presence.

Nikhil Ranjan, managing director, William Penn, said, “Lapis Bard represents the pinnacle of craftsmanship and design within our portfolio. As we look to elevate its stature, we sought an agency partner that understands the nuances of luxury and possesses the creative firepower to articulate the brand’s story effectively. Sunny Side Up demonstrated a clear strategic vision and a creative approach that aligns with Lapis Bard’s ambition.”

Shyam Nair, creative director, Sunny Side Up, said, “Lapis Bard has a beautiful, intrinsic truth rooted in craftsmanship and legacy. Our job is to translate that inherent elegance into an unmistakable and contemporary visual language. The challenge, and the opportunity, is creating communication that doesn't just sell a pen or a bag, but asserts Lapis Bard's definitive role in the modern luxury narrative.”