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Harry BennettAntalis Creative Power Awards finalists: two projects that tell a story through their paper choice
Earlier in 2022, we brought you news of the Antalis Creative Power Awards – a celebration of printed projects by international paper manufacturer Antalis. Once the deadline was closed and all of the entries were in, we travelled to Paris to take part in the jury alongside a range of talented individuals from the design industry; helping to select the finalists from the awards' eight categories.
From there, we have curated our favourites and will be presenting them to you across a series of eight articles before unveiling the winners. The Paper Story category elaborates on notable printed projects that embody the influence of the paper on storytelling and how the right choice can better a brand beyond the sum of its parts.
Established in 2012, Sewfil was founded to produce and sell thread, acting under the DAVÓ, an umbrella company focused on cutting and sewing solutions. Following Sewfil’s success in creating and distributing 18 different yarn brands, the company turned to Gandia-based creative studio Caleta to unify their rapidly expanding output – resulting in SEWFIL, SEWFIL HOME and SEWFIL ECO product lines.
“The objective of the brand’s positioning was to show itself as a closer brand,” Caleta Studio tells us, “less cold to distance itself more from the competition and thus introducing a more human value,” a feat achieved through the effective use of TypeTogether’s Bely as the expressive, needle-like primary typeface, alongside Robert Slimbach’s Acumin Pro as the rigorous, functional supporting typeface. “It is a typeface that serves as a link between the identity of SEWFIL and SEPAK,” Caleta Studio adds, “another brand belonging to the same company and that uses the same complementary typeface.” The application of the typographic team is aesthetically led by the notion of, as well as physical inscribed with, ‘El hilo que une’ (meaning ‘the thread that binds’), a theme captured through the interconnected nature of the typography, as well as the use of illustration – where double-sided illustrations within the packaging mirror Sewfil’s provisional relationship to their customers.
“We wanted Sewfil to show itself as a more human yarn brand that understands and empathises,” Caleta Studio continue, noting the passion and intimacy of the company due to its family-run business structure. “That’s why we decided to use an illustrative hand in a position of subtlety,” they add, conveying a sense of calm and tranquillity. “This hand holds the coil that also serves to have an orientation about the size of the bobbin,” they explain, “the hanging thread communicates with the back of the packaging, whilst the sewing machine is a symbol of creation.” Meanwhile, a similar sense of intimacy and care was introduced by using sustainable paper stock and referencing the industry Sewfil occupies, opting for Refit Cotton White by Favini; a welcoming FSC© certified paper made from wool and cotton textile waste.
Parisian perfumery L’Artisan Parfumeur have collaborated with Grosrouvre-based artist and paper marbler Marie Anne Hamaide for a campaign to coincide with the launch of their Un Air De Bretagne fragrance. Applying her seasoned, striking and heavily pigmented practice to result in marvellous, unique marbled patterns. Producing one-off papers, creative Marie-Anne Hamaide tells us, “the time it takes to complete a creation depends on several parameters: the composition of the colour harmony and the complexity of the design,” with the production of a single sheet ranging from 5 to 15 minutes. “In addition to this,” Hamaide adds, “we can add a good hour of preparation of the material for each marbling session and 45 minutes of cleaning to finish the day!”
With the paper performing such an integral role in the process, Hamaide opted for stock from the Arches Ingres range to marble, specifically the Ingres MBM 85g, explaining, “it’s the best paper for marbling because it combines resistance and durability with a light weight.” She adds, “the cotton fibres give it a great flexibility and a puffy appearance,” due to the irregularity of its grain, resulting in an incredibly durable paper. “My bookbinding clients who have been choosing my creations for over 35 years are very attached to this,” she reveals, “the Ingres MBM 85g Arches paper is essential to the durability of my creations.”
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