Brief Explanation

The brief was about getting designers, our target audience, to use papers again.

The Brief

Heiwa Paper is a leading paper company in Japan. However with the rise of digital mediums, the demand for paper has dropped drastically.

How the final design was conceived

At first, we revisited Heiwa’s core values. We thought that the uniqueness of Heiwa is most expressed in the ‘color layers’ seen at the side of the sample book, where it shows the quality of the paper, and tells a story about the unique ‘color context’ through how the colors are layered. To express this uniqueness of Heiwa, we captured the ‘color layers’ of the sample book as our key visual. We believed that its unique beautiful look had the power to offer an experience to the target and to trigger inspiration to those who looked at them. To offer an in-depth experience, we made coasters made out of these layers and distributed them to designers, to turn their coffee break to an “inspiration moment”.

Indication of how successful the outcome was in the market

The coasters were announced through Japan’s biggest graphic designer organization, along with the posters. “Look and touch. Let it be the source of inspiration”. The power of Heiwa Paper’s paper attracted much attention and spread widely while designers took their little break.