TBWA L&D
Reframing eco stationery for Paperchase
A campaign and product identity for Paperchase, created to give its eco stationery range a more distinctive and desirable feel.
The campaign language used a repeated “RE:” structure , Re:cycled, Re:freshed, Re:krafted , to give the range a stronger voice and a more memorable shelf presence. Paired with bold stamped typography and a stripped-back kraft palette, the system helped connect the products to the wider sustainability story.
MY ROLE
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I developed the campaign look and feel across product, packaging and retail touchpoints, shaping how the range appeared both on shelf and in-store.
This included product graphics, campaign messaging, POS, display concepts and art direction, with a focus on making the range feel commercially appealing while keeping the sustainability message clear.
CHALLENGES
The main challenge was making recycled stationery feel more designed and giftable, while keeping the natural, low-waste quality of the range intact.
To achieve this, I balanced a stripped-back kraft palette with confident typography, natural styling and simple messaging that gave the range more personality.
Paired with stamped-style typography and tactile recycled materials, the system helped connect the product design, packaging and in-store messaging without overcomplicating the idea.
RESULTS
The final work gave Paperchase’s eco stationery range a clearer and more ownable identity. By turning a practical sustainability message into a more considered visual world, the range felt more premium, more giftable and better suited to a retail campaign environment.
Photography: In-house Photography team
