PromZ Vak 4 · 2026 · English edition

The secret of Prodir

(advertentie)

Connector, the company is exploring a broader position as a maker of ‘daily brand tools’. This does not mean that random gadgets will soon appear in the catalogue.

A product must embody the same values: strong design, personalizability, sustainability, reliability, and a high level of quality. Even when a component is produced externally, Prodir wants to remain involved from the initial idea and the mold to assembly, personalization, packaging, and final inspection.

The Connector is not named that way by accident. The product must literally and figuratively form a connection between the pen and future product categories.

The pen from the drawer

During the interview, Porotti and De Kleyn use an image that summarizes the entire story. Everyone has a drawer full of pens at home or in the office. Yet, when opening that drawer, we almost always look for the same pen. The one that writes comfortably, fits well in the hand, and simply works. Prodir wants to be that pen!

And naturally, the company whose logo is on it wants that too. Because that is ultimately the function of a promotional product: not to disappear into a drawer as cheaply as possible, but to be so good that someone consciously seeks it out.

After my visit, I therefore think that Prodir’s secret is not a single revolutionary invention. Nor is it just the design, the Swiss production, the packaging, or that good refill. The secret is that all those components must not contradict each other. The colour must be right, the printing must be right, the mechanics must be right, the ink must be right, and the story must be right. You pay more for that. But then again, you are not just buying a pen. You are buying the certainty that someone will pick it out of that full drawer.