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 that 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.
The Brief
Celebrate Fedrigoni's unparalleled heritage of 125 years in the making of fine papers - and
beyond that, proof 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 worlds top
designers, printers and luxury brand owners.
How the final design was conceived
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, proofing it survives heavy abrasion, withstands
extreme temperatures and resists aggressive liquids - and thereby convinced Leica to replace
it's iconic leather banderole by it's 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.
Indication of how successful the outcome was in the market
A simple idea turned a luxury brand into an ambassador of a low interest product: The 25 limited
Masterpieces were sold immediately for 3.900 EUR each, that's more than twice the price of a
regular X2. Designers, printers and brand owners are queuing for Fedrigoni's paper roadshow.
48.000 views on YouTube and 50.000 views on 'behance' demonstrate the contagiousness. It
created such a huge buzz amongst the design minded target, that March 2014 issue of NOVUM
even used Fedrigoni as it's cover paper. This tweet by typography legend Eric Spiekermann
sums it up: 'Great work! Where can I buy this paper?'