Posted by: Bulletproof | Date added: Wed 05 Jun 2013
Atlanta based Georgia-Pacific has re-launched its Communication Papers brand with a contemporary new visual identity and packaging designed by International brand design agency Bulletproof.
Following a 3 way creative pitch in March 2012, Bulletproof was tasked with bringing to life ease and simplicity at every step of the paper experience through a masterbrand design that could work in both their B2B and B2C channels.
“Based on our research, we were challenged to help make consumers make their paper purchases quick and easy, while making sure they recognized the high quality and good value of our paper,” said Bob Hieronymus, senior category director, Georgia-Pacific Communication Papers. “Bulletproof helped us deliver on making the paper buying decision less complicated by creating a new packaging design in vivid colors, with streamlined product information that consumers cite as most important in making a purchase decision.”
Commenting on the project Steve Dunphy, Bulletproof New York creative director says: “The new Communication Papers packaging is inspired by the fundamental brand equity of Georgia-Pacific - the GP blue triangle. From that single brand element, Bulletproof were able to create a rich visual language for the Communication Papers range. The new packaging breaks through at shelf with iconic graphics and clear display of information, simplifying the shopper journey and re-establishing Georgia-Pacific Communication Papers as a clear category leader.”
Simon Beadle, senior account manager adds: “This project has been really exciting to work on every step of the way; from developing the initial brand essence to creating a whole brand world, including everything from packaging through to POS. Our challenge was to develop an exciting, vibrant design, which would help create clear product standout within a highly confusing and very over crowded category. Our design solution simplifies the consumer selection process by creating clear range categorization using strong color coding and communicating product specifications in a simple and effective way."
The new GeorgiaPacific Communication Papers packs are now available for sale in retail stores across the US.
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