The Dieline Awards 2016 Outstanding Achievements: White leaf — hygiene papers b2b
by Elizabeth Freeman on 05/22/2016 | 3 Minute Read
The client said —Our initial market is not the shelf we go for b2b but we are exploring the potential to expand the product distribution to the consumer market too. We target new clients and the clients we already have mostly in Greece but with an open horizon to other markets. These are professionals, large and small businesses like banks, hotels, companies, hospitals & clinics, organizations etc. Our common client (usually the supply / office manager of a company) evaluates and selects the product by researching the technical characteristics, price and obviously the brand image among others.
The brand —We designed a new brand from scratch. Named “White leaf” with a rich semiological references. The obvious reading is the verbal description of the product. The secondary message is double. Firstly in Greek the word “leaf” is also used instead of "sheet". For instance it is expressed: “a sheet of paper (when you refer to paper)” - think leaf instead of paper. So the connotation drives you to read it as: “a white sheet (leaf) of paper” (Greek: ??? ????? ?????). Regardless this interpretation the word leaf still keeps it's basic reference to nature that is the raw material which the product is made of. The packaging idea —Hygiene papers conceived and designed as professional equipment. Differentiated from the clichés and visual decorations of mass market (butterflies, puppies, cute animals, etc.) the packs highlight the technical characteristics and info of the products that the consumer is interested in without having the "insecurity" of the shelf . Marked distinctly depending on the type of paper (gofre - smooth) the white background and clear structured typography create an aesthetically consistent result with a comprehensive feeling of softness and confidence that cleanliness and quality of the raw material provide.
Illustrator/ At Director/ Designer: Kostas Kaparos
Photographer: Kostas Gikas
Copywriter: Kostas Vlachakis
Printer: Hand towels box: Fokas packaging, Hand towels nylon: Paperaxon, Cartons: Pako
Designed by Caparo
Client: Eurosyst S.A.