B2B brand campaign to promote sustainable packaging to luxury European brands

Recycled papers can often be overlooked due to misconceptions about their print capabilities and the limitations of foil and emboss finishes.

To demonstrate the potential of the Rydal collection, we developed ‘Sometimes It Is Black and White’ – a myth-busting campaign in collaboration with Foilco.

10 unique typographic designs are beautifully finished with foils and embosses to communicate sustainable credentials and demonstrate the possibility of recycled papers – inspiring brand marketers and designers alike.

The cards are contained in a tactile folder with embossed details inspired by the topography of Rydal Water, finished using Foilco’s Smiley Yellow 6640 for maximum impact.

We collaborated closely with James Cropper and Foilco to push the boundaries of what’s possible, following the process from design to production and activation.

The campaign launched in Milan, Italy, to 8000 attendees of Packaging Première & PCD.

EXP designed the exhibition stand to create an engaging space to attract attendees and showcase the range of James Cropper products – from the core paper range to innovative moulded fibre packaging options.

Ahead of the launch in Milan, we developed social content to tease the campaign, and captured photography and videography during the three-day show including interviews in English and Italian with James Cropper, Foilco, and Dreyer Kliche. Engagement across all social channels increased significantly during the campaign.