Wausau Paper Redefines Identity through Updates to its Royal Brand of Papers

Touting updates that make its Royal line of writing, text and cover papers more versatile and environmentally responsible, Wausau, Wisconsin-based Wausau Paper reminds the marketplace that identity can be dramatically altered with a simple change of wardrobe.

The thinking behind Wausau Paper’s newest promotion was to take a fictitious company and dress it for success based on the clients it was trying to reach. Four design approaches—or “wardrobes”—included personal, practical, forward-thinking and technological, and demonstrated how external perception can change based on the colors and textures of a business’ collateral.