Garnett Specialty Papers, a renowned paper manufacturer in the UK, was acquired by a team of Indian-origin entrepreneurs based in Kenya. This saw the paper mill move in its entirety, from Otley in West Yorkshire, UK to Vapi in Gujarat, India in 2006. After almost four years since this move, Garnett Papers felt the need to change and improve their brand equity.
We got cracking on a few ideas that we felt were indicative of not only what we could do to reinvent the Garnett brand, but also the approach that we could envisage for segregating the Garnett product families.
After a pitch that saw us pitted against 3 other agencies, we were assigned the task of redesigning the Garnett brand mark and re-doing the swatch books for their diverse range of specialty papers.
We started with the basics – a new brand mark meant redefining Garnett in markets in which it already had a strong customer base. It would have translated into higher marketing and awareness and promotional costs. So we decided to tweak the existing brand mark, keeping it as close to the original one as possible, but defining it in a visually more structured and balanced manner.
The result: a crisp and contemporary brand mark that certainly had a strong recall and an obvious connect with the original one.
The business and operational stationery was also redesigned to suit mostly lengthy and verbose communication.
The swatch books presented a different challenge. The existing swatches being used by Garnett were flimsy and had no defined visual grid that defined their paper range (as an individual range or as a member of the Garnett family.) Further, the swatch books merely served to display the paper as small sheets, with absolutely no information other than the g/m2 (gsm) of each sheet.
We scrapped the existing sets completely – from both design and content perspectives – and devised a uniform and simpler structural and visual code for the swatches.
Each swatch book would now:
1. begin with the Garnett brand mark, with the certification and compliance symbols for that range of paper, followed by
2. a brief introduction to that range
3. availability and packing specifications
4. samples of the various papers in that range.
We spiced things up by selecting various themes for their paper ranges; each set also had a specific family of designs tailored to highlight print and post-print capabilities of that range. We used the gamut of possibilities to highlight the capabilities of each range – what processes it could support and how each would look – from spot lamination to hot foil stamping to embossing / debossing.
Print processes employed were offset printing, screen printing and digital printing.
Print processes employed were offset printing, screen printing and digital printing.
