Paper Pulp: "PAPER MYSTERIES" Design & Branding by Garbergs Reklambyra

Type of Entry: Corporate or Brand Identity
Category: Books
Title: PAPER MYSTERIES
Advertiser/Client: SÖDRA CELL
Product/Service: PAPER PULP
Entrant Company: GARBERGS REKLAMBYRÅ Stockholm, SWEDEN
Design/Advertising Agency: GARBERGS REKLAMBYRÅ Stockholm, SWEDEN
Creative Credits
Name Company Position
Rebecka Osvald Garbergs Copywriter
Karin Ahlgren Garbergs Art Director
Beatrice Sztanska Garbergs Final Art
Cilla Beckeström Garbergs Account Manager
Mathias Wiesel Garbergs Account Director
Martin Gumpert Garbergs Brand Strategy
Details
Brief Explanation:
Our long-term strategy has been to develop high-quality products that reflect the power of paper. Here we reproduced ten of the world’s most mysterious documents and bound them in a book.
Describe the brief from the client:
Södra is one of the world’s leading producers of market pulp. Our challenge was to improve Södra’s relationships with its customers in the paper mill segment and to reinforce its market position.
Description of how you arrived at the final design:
So the book itself would be a paper mystery it was sent anonymously, encrypted and with uncut pages. The accompanying paperknife with the Södra logo provided a key to the code. The Södra logo is very familiar to the target group. But on the knife itself we displaced the letters in S-ö-d-r-a one letter along in the alphabet while keeping the pine tree. In this way, customers could crack the code. The choice of paper, colours and typography were intended to resemble archive files and the reproduced documents designed to resemble the original document as closely as possible. Each book was meticulously handmade.
Indication of how successful the outcome was in the market:
The books were highly appreciated. They resulted in many new contacts and helped Södra continue to reinforce its customer relationships as well as maintain its leading market position regardless of the business cycle.