When it comes to developing a retail brand, most designers will tell you the devil is in the details. Making sure brand identity and messaging connect with its audience involves many elements that require thoughtful attention to detail – especially print collateral. In fact, it is scientifically proven that consumers form powerful, emotional connections through touch. It’s called haptics, and when thoughtfully incorporated into a retail brand’s print collateral, it has the ability to turn customers into brand loyalists. And Neenah is leading the charge, inspiring a revolution of sorts with its newest promotion. CLASSIC® Retail Revolution is a resource for designers working with retail clients to help them see new and unique ways to use printed pieces as a tangible element of today’s retail experiences.
The fun thing about what we do at Parse & Parcel, is getting to see glimpses of projects as we consult on paper and production. And rebranding projects are some of our favorites – especially those that take special consideration of the details. Our friends at the Studio of Christine Wisnieski share some insights into their process, and beautiful details, for the Harness Cycle rebrand.
So apparently shrieking in the middle of a sales office is a no-no. Sometimes I forget people are actually behind the cubes working as I am walking through to the sample studio. But I couldn’t help it. I just opened up the box Neenah sent and inside were the brand new Touché Papers swatch books. It’s not that I’m unfamiliar with the grade – but this is the first swatch book since Neenah acquired the grade. And I have to say, they’ve made some stunning additions to the offering. While the colors are gorgeous, wait until you experience the soft-touch finish of Touché Papers.
The Design Collection by Neenah features luxuriously tactile and colored papers available for commercial printing. It houses 15 different papers in one place, and features a richly colored grades like Stardream, Esse, Oxford, So…Silk, Plike, Slide, Astroking and Wild. That’s only half the story. Texture is the other word synonymous with The Design Collection. With finishes like Canvas, Felt, Pearlized, Heavy Vellum, Hi-Tech and Diffused, creatives have plenty to choose from. Options are good, right? Sometimes it makes it difficult to decide exactly what paper to use with a specific technique. That’s one reason why we love samples so much. Creatives and clients alike are visual. Thankfully, there’s Neenah’s new lookbook, The Design Collection – Surface Issue.
For most designers the process of creating is rarely a straight-forward line from concept and completion. Projects might be easier with a clear path to success, the reality is it rarely works that way. And that’s a good thing, life and work are about the journey, not the destination. The route between process and product is often a roundabout one, filled with equal parts joy and frustration. This issue of the Maker Quarterly is dedicated to that process. Designed by Hybrid Design, this issue celebrates the conscious path the makers take on the way to the destination. On top of that, Mohawk goes meta by bringing us inside the process of the making of the Process Issue.
With one new brewery opening every day, craft beer has to be one of the hottest markets for design. From logo design to website to product packaging, each element plays an important role in the success of any startup. And craft beer is no different. But the key to standing out in a crowded market comes down to one important aspect, branding. To insure success, a new brewery must define critical elements like its core values, messaging and positioning. But knowing how to do it all can be overwhelming for any startup. Luckily there’s this great new resource, the Craft Beer Branding Guide from CODO Design & Neenah Packaging.
Spring is my favorite season. Partly because I live in Cleveland, where it’s gray from October until April. And while I like gray, that is a long time to go with out any sign of life or color to be seen. So when those first shoots of spring bulbs poke their heads through the earth, I get all the feels. That’s a sure sign it won’t be long before the raucous color of spring takes over the landscape. The fresh, vibrant shade of spring green is among my favorite colors of all time. So imagine my delight when I saw Greenery was announced at the Pantone Color of the Year.
Part Two –Plus a GIVEAWAY!
Fresh Takes on Classic Type on CLASSIC® Papers by Neenah is a bold, interactive new promotion designed by Kansas City-based Willoughby Design. Combining the beauty of type, design and production, the book merges contemporary typefaces and design with the textures of legendary CLASSIC Papers. The 9.5″ x 12″ book features six French-fold spreads featuring an interactive story crafted specifically for each typeface. Each spread contains a pull out, pop up, or put-it-together piece to help tell the story, and a quote from each typeface creator. In our previous post, we shared details an overview of the piece and its debut at our celebration – A Toast to Type. In part two of our series, we take a deep dive into some sweet type, design and production.
Part 1 – Plus a GIVEAWAY!
It’s a given in design that trends are part of the landscape. Something gets hot and suddenly it’s everywhere (um, rose gold foil). To me the interesting thing about trends is how they build on themselves. And type design is no different. Trends come and go but true classics always inspire. And inspired is exactly how one feels after experiencing Neenah Paper’s newest promotion, Fresh Takes on Classic Type.
At first look, I knew P&P had to do something fun to share it with our audience. So we invited a group of local designers to join us in the sample studio for a Toast to Type! A celebration of type, design and paper.
Trying to find the perfect kraft paper can make any graphic designer feel a bit like Goldilocks. This one’s too light, this one’s too dark – you get the picture. Before you know it, you’ve spent hours looking at paper samples and you’re still haven’t found the perfect one. Sound familiar? At Parse & Parcel, we get more questions about kraft paper than other type of paper out there. So we dove dive deep into The Swatchbox and put together this guide to help designers find the perfect kraft paper.