The Shanghai Hero Pen Company, a company of 85 years experience, has revitalized the China’s writing instrument industry and Hero’s fountain pen is considered the best in the country. The Ingredient Branding Project for Hero Fancy Collection pens made with Swarovski Zirconia‬ shows how two prestige brands can share synergies and leverage core competencies. The Fancy collection pens come in 3 designs in different color tones. The pens are decorated with white Swarovski Zirconia ‪on the body or the clip, and added shine and sophistication to the pre-launch event and the 85 years anniversary celebration in Shanghai.