How to revamp a paper brand: Hybrid Design create a beautiful campaign for a beautiful paper range
In a relaunch of its portfolio, NY-based and family-owned fine paper mill Mohawk has worked with long-term collaborators Hybrid Design to conceptualise and develop a new visual system for its products. This centres around five new collections that demonstrate the capabilities and strengths of the company’s papers. “Each collection combines papers across grades around distinct purposes,” the San Francisco-based studio tell us, “while each printed piece helps communicate through design and process why you would choose from one collection over another.”
To celebrate the launch of the swatch book for Mohawk’s ‘Beautiful Collection,’ Hybrid Design created a campaign that would best showcase the range; which is comprised of papers that offer the highest quality materials, consistency and uniformity.
The concept is inspired by the effect beauty can have on us, capturing our attention, fascination – and in a lasting way, making a memory. “This is essentially what we are always trying to do in our work: make something that sticks in your mind,” the studio reveal. “To do this you can’t be default, and the perfect material can help usher your message into the real world in a way that stands out.” Developing the concept further, the team approached Lost Art Salon, a San Francisco-based gallery specialising in the rediscovery and curation of fine art from lesser-known and historically significant artists who have been lost to time. The ‘Make a Memory’ campaign, therefore, weaves the narrative of Lost Art Salon together with the qualities of the paper, culminating in a vehicle for memorable storytelling.
The colours – soft earthy hues, alongside an electric orange – both demonstrate the printing quality whilst bringing the identity’s warm and sophisticated personality to life. “Beautiful Collection papers are superior for achieving rich and dense colours without mottling,” Hybrid Design note. “With neon orange, metallic rose gold, four-colour photography, and a dense black, these pieces highlight the highest performance of printing on paper possible.”
To further communicate the quality and colours of Mohawk’s paper range, Hybrid have “developed a shape icon language to reinforce the values of each collection” – executed through die-cutting. For the Beautiful Collection, for example, “the arch shape represents the strongest and most beautiful shape in architecture,” Hybrid explain, “making it a perfect metaphor for the collection. The strength and quality of the arch are mirrored in the performance of the papers.
Hybrid Design is now accepting new projects. They specialise in branding, print, video, campaigns, websites, environmental design and advertising. For more information, reach out to [email protected].