Competitive design

In our final year at uni we have to do one module which is called competitive design, the is simply a brief set by an external company which you then enter into a national competition. We had a choice of four different projects, three of them took my fancy.  Ones was a packaging re-brand for Body Shop, the other a re-brand for Boost energy drinks and the final one was to promote a range of paper for a company called Fedrigoni.

I decided to pick the Fedrigoni project as it sounded quite different to the others and I had just finished a couple of packaging re-branding projects so wanted a change. I also thought my portfolio might benefit from a bit of variety.

The brief

Choose from one of our paper ranges, which form part of our imaginative selection of papers, to create a fully integrated marketing campaign. This may include direct mail, PR, Web, advertising, newsletters or events / promo launch. Your idea should show how you would promote the chosen range using various channels to reach out target audience.

On the brief it stated that their target audience were top fashion labels, boutique publishing houses, businesses with global reputations to protect and enhance. I decided to focus on top fashion labels as my main target market and looked at how these companies used paper. The main usage was in packaging and leaflets advertising the brands, almost all of these used hot foil stamping, embossing and UV varnish.

I wanted to show the qualities of the paper, so I tried to create some of the patterns and textures seen in clothes with paper.

I started looking at specific details of clothes rather than the item as a whole. So focusing on stitching, buttons, patterns created with the fabric, zips and features on the clothes. I experimented with laser cutting stitches and zips, pleating paper and embossing buttons. Often dresses or tops have fabric flowers attached giving the dress an added feature. Below shows an image of a flower I made out of paper using origami.

I began focusing on a weave called a weft knit, which close up looks like this,

I think it creates a very beautiful repeat pattern which I would like to use. It also reminds me of the two linking C’s in the Chanel logo.

So my answer to the brief will be to create a booklet which can be sent out by Fedrigoni to top fashion labels, this book will show a sample of paper from Imitlin range. I want to show the different techniques that can be used on this type of paper (like embossing and hot foil stamping) and the how durable and versatile it is. The idea of the book is to  feature things that have been made out of paper which relate to the fashion industry, so for example paper clothes.

I want to make the paper samples to be displayed in the book like clothes tags. The book also needs to be consistent, it needs a theme which links the whole book together through from page to page, to tags, to photos. This is where I want to bring in the pattern from the weft weave and the use of pleats. I have thought about having the book open up like a clothes pattern, but the paper used for this is very thin, almost like tissue paper which wouldn’t be appropriate for communicating the qualities of the Imitlin paper.

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