Vintage_1
Paper B2B Revitalization Campaign
Brand Strategy / Creative Strategy / Identity Design
The client engaged us to revitalize the Vintage product line and clarify its purpose for today’s sophisticated buyers. Our approach centered on redefining the brand’s voice and positioning to better express its value within the paper category.
Brand Strategy
Narrative Platform
Brand Promise
Vintage delivers a balanced print surface through neutral brightness and impeccable smoothness—so every image, color, and word appears as intended, without distortion or exaggeration.
Brand Pillars
Balanced Brightness
Balanced surface brightness preserves image tonal integrity, preventing highlights from washing out and colors from over-performing.
Even Surface
The client asked us to revitalize the Vintage product line and make its purpose and value more resonant with today’s markeet and buyers.
True Reproduction
Vintage doesn’t compete with content; it supports it. The paper allows creative work to remain authentic, unforced, and honest.
Trusted Classic
Timeless rather than trendy, Vintage is built to perform across applications and eras, earning its place as a reliable house sheet.
An iconic white canvas, unwavering through time and trend.
Brand Character
Iconic
Timeless
Steady
Neutral
Effortless
Icon & Logotype
The client requested the incorporation of the automotive industry (somehow) into our concept since they are the largest purchaser of this product line. In the Discovery process, we discovered a font that has the look and feel of a hood ornament. It not only creates a strong focal point and brand recognition, but also addresses the client request, creating a starting point for future applications.
Creative Strategy
Concept Development
Working in collaboration with writer Kerry Casey, we defined our concept by using Vintage as an adjective—cultural shorthand rather than a brand claim. Vintage is expressed through iconic, familiar phrasing drawn from everyday language, personifying moments to create human connection and levity.
Identity Design
Photography Selection
We use black-and-white still lifes to remove distraction—allowing the paper to prove itself through restraint rather than effect. Photographed by Mark Norberg, the images combine meticulous composition, texture, and light to elevate ordinary objects into timeless visual narratives. This approach keeps the work unaltered and uncompromised, reinforcing Vintage as balanced sheet designers trust when fidelity and budget matters most.
Graphic Foundation
We use black-and-white still lifes to remove distraction—allowing the paper to prove itself through restraint rather than effect. Photographed by Mark Norberg, the images combine meticulous composition, texture, and light to elevate ordinary objects into timeless visual narratives. This approach keeps the work unaltered and uncompromised, reinforcing Vintage as balanced sheet designers trust when fidelity and budget matters most.
The Finishing Line
Our applications are an extension of applied product development—using demanding print finishes and techniques to test, validate, and express Vintage’s performance. Off-line varnishes, duotones, four-color black-and-white photography, spot color fields, and die cutting reveal both material integrity and content authenticity.
