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.
The personal wardrobe utilized the Royal Fiber Basil and Royal Resource Fresh Leaf, Weathered Oak and Fawn papers to depict elements of nature, and create a contemporary, yet approachable look and feel. The practical image featured Royal Marble Blue Jade, Royal Complements Midnight Blue and Royal Laid in its new, improved, 96 brightness level, achieving the classic look of quarried stone, water and blue sky to send a powerful, straightforward marketing message.
The third, forward-thinking, used bright, high-energy shades of color applied to Royal Cotton writing paper and the strengthened palette of Royal Complements to express a leading-edge approach to business. The fourth wardrobe, technological, called upon creative design techniques, such as embossing, engraving, die-cutting and foil-stamping, and featured both Royal Metallics and Royal Resource to achieve a monochromatic, hi-tech look and feel conveying seriousness and sophistication.
“Redefining Identity” promotes various ways the updated Royal brand of papers can be used to transform or create a strong image, encouraging the design and print community to experience these techniques, as well. Wausau Paper’s promotion was designed to illustrates how the updated Royal line draws on personality and a range of uncommon colors and textures to make a brand or company come alive.
For more information, visit www.wausaupaper.com.