Neenah – Where Ideas Lead: Campaign by Design Army

DC-based studio Design Army was commissioned by Neenah, Inc. to reposition their brand, taking it from being known as a “paper and packaging company” to the reality of the what the brand is: A solutions company that offers paper as the medium to create solutions for business needs.

“Neenah’s strategy of rebranding paper from the substrate for print projects to a new solution is on target with the times. As the world works to reduce its carbon footprint, eliminate single-use plastics, and challenge brands to advance their sustainable practices, consumers and brand owners alike are seeking innovative solutions. From paper-based display graphics, paper gift cards, to plastic-free packaging, paper is quickly being recognized as the preferable business solution.”

— Pum Lefebure, Co-Founder & Chief Creative Officer, Design Army.

The campaign begins with eight key visuals, which are atypical (a renowned Design Army trait) of the expected path of paper company. Design Army’s Pum Lefebure puts her sophisticated and edgy aesthetic to use on the series of images showing boxes, bags, and labels that are by design NOT designed.

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