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Neenah Paper strengthens brand by streamlining design

Thursday, September 03, 2009

Press release from the issuing company

ALPHARETTA, Ga. - Neenah Paper has become a favorite of designers and printers by constantly evolving and enhancing its brands.  But, as the company continued to invest in green certifications, digital offerings and new paper sizes such as the CLASSIC CREST Cover in 28 x 40, they were running out of room to fit all of the details on its labels.

So Neenah decided to streamline labeling and update packaging at the same time.  The new look has not only transitioned seamlessly to customers and strengthened the brand presence on printer floors - it has impressed designers, too.

Print Magazine, a leading publication dedicated to showcasing the extraordinary in design, recently named Neenah's packaging design as one of the country's top designs in its 2009 Regional Design Annual, the only comprehensive survey of outstanding design throughout the United States. 
"As a leading premium uncoated paper manufacturer in North America, we continually invest in our brand to keep it fresh and relevant as well as look for ways to improve access to important labeling information," explains Tom Wright, Neenah's director of design.  "It was important for us to incorporate the environmentally friendly logos and other key information such as digital offerings, but still allow customers to be able to find what they were looking for fast. The new design enhances the consistency of our message and continues to position Neenah as a leader in our space."

Leibold Associates Inc., the Wisconsin creative group behind the packaging redesign, says their approach was to simplify and create a better solution for Neenah's iconic golden packaging identity. Their well-organized solution allowed Neenah to introduce unique internal labeling systems which are in line with Neenah's technology commitment to the future.

To achieve this, designers Joe Maas and Ryan Wienandt made the packaging's existing yellow/gold color scheme more vibrant, applied a sleeker version of the familiar "N" logo to a checkerboard pattern and tilted it to reflect the original paper ream wrap and ensure easier placement in use.  The contemporary checkerboard pattern was also incorporated into the extra-large parent carton, creating a "yin-yang" look. Lastly, ream labels were updated within the existing color coding system for each paper line, so gradelines could still be easily identified.   

Notes Mark J. VandenBerg, creative director and co-owner of Leibold Associates, "We think the finished design not only reflects the high-end premium look of Neenah Paper, but aligns with their current promotional materials and has longevity."

This year's Print Magazine Regional Design Annual competition judged more than 5,000 entries. Organized by region, they represent the best in design, illustration, branding, packaging and photography throughout the United States.  All of the winners will be featured in the December issue. 

This is not the only packaging award the new CLASSIC Paper manufacturer has won.  In 2008, Graphic Design USA Magazine awarded the company an American Package Design Award. 




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