Fold Paper Co.

Challenge

Fold made the best recycled stationery in the category and lost to worse products every time a shopper stood in front of the rack. The packaging protected the product and said nothing about it. From a metre away it read as own-brand.

Strategy

We stopped reviewing artwork on screen and started reviewing it at shelf distance, printed, under supermarket lighting. Most of the original design disappeared at that range. What survived became the system: one colour block, one word, and the paper itself doing the rest.

Strategy

We stopped reviewing artwork on screen and started reviewing it at shelf distance, printed, under supermarket lighting. Most of the original design disappeared at that range. What survived became the system: one colour block, one word, and the paper itself doing the rest.

Website

A structural range that uses forty percent less board, prints in two colours, and stacks without a shipper. The grid works across nine SKUs and leaves room for seasonal work without a redesign. Every substrate choice was made with the printer in the room.

Website

A structural range that uses forty percent less board, prints in two colours, and stacks without a shipper. The grid works across nine SKUs and leaves room for seasonal work without a redesign. Every substrate choice was made with the printer in the room.

Outcome

Two national listings within a year, and a unit cost that fell despite the upgrade. Fold’s own team now art-directs seasonal ranges straight from the guidelines, and the packaging has been picked up in two design annuals.

Outcome

Two national listings within a year, and a unit cost that fell despite the upgrade. Fold’s own team now art-directs seasonal ranges straight from the guidelines, and the packaging has been picked up in two design annuals.

Challenge

Strategy

Strategy

Website

Website

Outcome

Outcome

The result

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