Breaking traditions. Worth the trouble?

Legion Paper, one of the world’s leading manufacturers and distributors of fine art paper, asked us to design new packaging for their master and product brands.  After careful revision, we insisted that a full renewal of brand architecture was needed to freshen things up, and lift the brand to a new era.

Our most important question was: how to put this brand in the spotlight? At the same time, we wanted to move away from the traditional clutter of conventional pads, and aim to make Legion’s products stand out in large displays. We dissected all layers until we got to the core, and even there, we questioned everything, from the client’s brand mark to the tagline.

Building on our new tagline “We Are Paper”, we started playing with the idea to give the paper human-like qualities: what if the paper could talk? What would it say? What if it could walk? Where would it go?