1. Describe the brief from the client:
Celebrate Fedrigoni’s unparalleled heritage of 125 years in the making of fine papers – and beyond that, prove the uplifting momentum their packaging papers have been adding to luxury products ever since.
Therefore, inspire B2B conversations among both existing and new customers: the world’s top designers, printers and luxury brand owners.
2. Describe the challenges and key objectives:
The main target audience is tired of paper sample books. Given away for free, they overload their shelves innumerably and bore them to death.
To showcase Fedrigoni’s packaging paper with extraordinary material properties, we had to put it through the most uncompromising quality tests.
But to tell the story of a paper like no other it needed a brand experience like no other. So we told it – by a brand like no other.
3. Describe how you arrived at the final design:
We put the legendary Leica X2 in a box that was both a sample book and the packaging. But in it there wasn’t any Leica X2. We created a limited edition by committing a design sacrilege: we put the paper to uncompromising quality tests, proving it survives heavy abrasion, withstands extreme temperatures and resists aggressive liquids – and thereby convinced Leica to replace its iconic leather banderole with this packaging material.
So Second Skin became First Skin and turned product design into the most compelling communication design: The unboxing experience gracefully tells Fedrigoni’s history and unique value.