Fedrigoni
Brand taglines and narrative
New brand taglines and narratives for the luxury paper and packaging company that
highlights how the brand enables the creative ideas of its customers.
Elevating creativity with
Special Papers
Fedrigoni has been providing technical paper solutions to its client since 1888, specializing is bespoke shapes, sizes and applications for luxury goods, corporate communications and much more.
The company’s Special Papers division wanted a new brand architecture that would reposition the brand in its category, strengthen relationships with customers and grow its market share. The creative brief was for a short narrative to explain the brand’s distinct value and a two-word tagline that connected to the parent brand’s tagline, “Elevating Creativity”.
Partnering with brand strategy agency Do & Co on developing the new brand architecture, I created a new tagline “Shaping Ideas” that connected how Fedrigoni Special Papers bespoke paper packaging give shape to the creative ideas of its clients.
I then developed this concept for each of the three application verticals that targeted different customer types – each using the “Shaping…” format, as well as the company’s sustainability initiatives (“Shaping Tomorrow”).
Next, I developed narratives for the Special Papers brand, the three verticals and the sustainability story, before adopting these for web copy that is now used on the Home page and About Us section of the Special Papers website.
