TEMPLO has created a fun and colourful new identity for paper company GF Smith. Designer Pali Palavathanan told us the challenge was, "to bring GF Smith’s heart and soul up to the surface." The new look is designed to engage a younger client base and stand out in a category which tends to be quite heritage focused, and serious. “We need to engage with the next generation, to get them to actively choose paper, and then to choose our paper, and explain to them why it’s worth paying for a premium product,” GF Smith's Benjamin Watkinson says. Read more: https://lnkd.in/eqRg-JqE #branding #brandidentity
Surprised to see this – I’m a big fan of the previous, classic identity that reflected the brand’s heritage. While it’s certainly distinctive, it’ll be interesting to see if this trend-led new look has the impact they’re hoping for!
I Was a little sceptical on first glance, as it is super different to the bold type we know at GF Smith, but now I see the brand across other channels and the media and I guess it makes a bit more sense... very bold for sure
What a brilliant piece – thank you Clare Dowdy!