Mohawk Fine Papers Announces Latest Liz Claiborne Brand Book
Press release from the issuing company
[Cohoes, NY] – Mohawk Fine Papers Inc. is pleased to announce the latest Liz Claiborne brand book printed on Beckett Expression. A brand book is an identity tool that conveys the essence of a brand's personality and positioning.
Liz Claiborne Inc. recently assessed its identity only to realize that it was overdue for face-lift. With its "change or die" philosophy, Liz Claiborne faced head-on the brand's need for a revamping. San Francisco's Tolleson Design was enlisted for the challenge of developing a fresh brand expression that held true to the company's overall objectives, while addressing the shifting views, values and needs of such a radically changing market.
Collaborating closely with the internal Liz team, Tolleson created a consistent system in support of a distinctive brand presence, anchored in a fashion-forward expression. From the re-design of the logo to hangtags and labels, hundreds of individual elements were included in the refresh. One such piece is the Liz Claiborne brand book.
The eye-catching brand book represents the new Liz — a fresh, modern, and quality brand. The use of Beckett Expression for this luxurious French-fold, perfect bound book reinforces the company's modernized brand expression. Following the lead of a new logo that is softer, fuller, more feminine and a bit youthful, the book is printed on one of the smoothest premium uncoated papers on the market making it both look and feel just that — soft, full, feminine and youthful.
Showcasing spirited lifestyle images bursting with radiant colors, pretty faces and beautiful clothes, all complemented by the supple texture of the paper, Tolleson Design hit the mark in portraying the company's fresh new face and renewed brand expression with this brand book. "Premium uncoated paper is such a perfect choice for the re-branding of Liz Claiborne," says Laura Shore, Mohawk's Senior Vice President, Communications.
The Liz Claiborne brand book was printed by the San Francisco-based Cenveo Anderson, on Beckett Expression, Radiance, Super Smooth 80 lb. Cover and 80 lb. Text. It was printed conventional four-color process using a combination of Hexachrome and traditional process inks plus several match colors. The cloth taped perfect binding was done by Roswell Bookbinding in Phoenix, AZ.
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