Impression
Impression
Australia’s first Digital Printing for Corrugated Cardboard. Introducing new technology to old markets.
Client
Abbe Corrugated
Responsibilities
Creative Strategy
Concept Development
User and Stakeholder Research
Segment and Personify Audience
Output
Visual Design
Print Marketing Design
Event Design
01
Essentials
“Handled with professionalism and talent, the final branding and visual design for Impression far exceeded our imaginations. Great job!”
Can cardboard be less 'card-boring'?
An Australian first in Digital Cardboard Printing, Abbe Corrugated needed to attract and engage with enterprise Businesses such as Coles, Aldi and Bunnings, as well as ‘crafted product’ manufacturers to promote their new technology. Investing $6m on an untested product demanded a skilled and experienced marketing effort. But can it be exciting? fun? and more than brown boxes?
Thought Process
Throwing caution colour
into the wind
We decided to smash the rules when choosing colours. CMYK.
Typically brands avoid more than 2 core colours, with good reason. It becomes difficult to “own” and develop colour systems which harmonise together.
By exploring the vibrant prime colours of CMYK we were able to create a distinctive but “easily associated to printing” identity design. But also allowed us to explore the mixing of those colours, effectively becoming ‘colour agnostic’ for print collateral. A truly flexible and dynamic approach to branding.
Coupled with halftone effects inspired by traditional printing techniques. Using these elements in new ways builds a familiar yet modern identity. Resonating with the company’s diverse audience as well create a platform to communicate diverse print challenges.
Outcome
End of the story, but the
beginning of the journey
Over 3 months Studio Title engaged with customers, drafted strategic plans and executed marketing design. We developed a brand identity, 12 month marketing strategy and accompanying marketing campaigns. Paired with a launch campaign, exhibition design and web design.