This new line of TUL writing instruments represents OfficeMax’s first design-based, private-label brand. Current dry erase markers are cheap, uniform and uninspired. With their white gloss finish and distinctive, ergonomic triangular shape, TUL Dry Erase redefines the category. It features built-in magnets for hanging on magnetic dry-erase boards. Built-in pads eliminate the need to hunt for an eraser. OfficeMax developed TUL with insights from both consumer research and employee participation. The result: a product that sold out in its first week and a proprietary brand worth remembering.