Transasia Papers Design & Branding THERE IS NOTHING LIKE TOO MUCH TYPOGRAPHY by XOX DESIGN

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THERE IS NOTHING LIKE TOO MUCH TYPOGRAPHY

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Industry Household maintenance & pet products, Stationery
Media Design & Branding
Market India
Agency XOX DESIGN
Designer Archana Chaphekar
Released September 2010

Credits & Description

Category: Self Promotion
Advertiser: TRANSASIA FINE PAPERS
Product/Service: FINE PAPERS
Agency: XOX DESIGN
Date of First Appearance: Sep 3 2010
Entrant Company: XOX DESIGN, Mumbai, INDIA
Design Director: Janhavi Khare (XOX Design)
Managing Director: Sunil Mahadik (XOX Design)
Designer: Archana Chaphekar (XOX Design)
Media placement: Planner Kit - Kyoorius Design Yatra 2010 - 3rd September 2010

Describe the brief from the client
Client: Transasia Fine Papers.
Product: Fine papers.
Brief: To promote Transasia's fine papers at a well-attended annual Indian design festival - 'Kyoorius Design Yatra'. The festival was held in September 2010 and was attended by designers, advertising professionals, design and communications students, architects, and ancillary service providers including printing specialists. We were sought to think of unconventional, lateral ideas that went beyond the ordinary sample booklet that every paper company hands out. We were egged on to make the client's paper a part of the TG's everyday life.

Describe the challenges and key objectives
The challenge was inherent in the brief: to convert a paper sample booklet into something that can be used and experienced, preferably on a daily basis. And while doing that, showcase the papers' abilities to carry all the various printing effects and techniques.
We set ourselves up to another challenge of making our customers experience paper like they have never done before, and even better if we could allow the TG to engage with the papers, get involved and feel the textures, the colours, and the quality. We wanted the paper to become the message.

Describe how you arrived at the final design
To tackle our first challenge, we decided to design a planner that our TG can use everyday, the core design theme being 'There is nothing like too much typography'.
We designed 5 original typefaces to convey myriad moods and emotions using just the alphabet.

To allow our TG to get involved with the papers, we designed 5 posters around the 5 typefaces. Each poster was engineered with well-thought-out folds that were defined around a grid. This act of folding brought each paper alive, in throbbing three dimensions.

The outer box has perforations which when torn turn into an alphabet.

Give some indication of how successful the outcome was in the market
We were present at the design festival when this kit was launched. We received several congratulatory notes all through the 2 days of the festival. Several months later, we still receive requests for copies from our design peers, clients, friends and other associates. The posters are a big hit, as are the typefaces and of course our theme line: There is nothing like too much typography.