Campaign
Agency - Design Army
Client - Neenah
It had been seven years since Neenah Paper last updated their iconic series of classic papers, Neenah Classic. It was time for a facelift. Moving the brand from past to future, meant more than a simple redesign. For more than one year, we went into research and development, diving into the process of paper-making and going back throughout history for a comprehensive color study. Rather than focusing on product alone, for this concept, we introduce NEENAH CLASSIC as away of thinking. Drawing inspiration from our exploration of color, we recognized a connection to the surreal worlds created by Dali and Magritte, and to the digital realm in which we live today. The collective efforts saw an increase in orders and created chatter across Neenah Paper’s social profiles. Instagram followers alone grew by 78% in under two months with a 167% increase in engagement.