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James Cropper

B2B brand campaign to promote sustainable packaging to luxury European brands

Cover Image for James Cropper

Since 1845, James Cropper has been producing paper from its mill in Burneside on the edge of the Lake District. Today, the company has grown to become a leading innovator of advanced materials and manufacturers in speciality papers and packaging with sustainably at its core.

We were tasked with launching the Rydal Packaging Collection – promoting the range to luxury European beauty and fashion brands.

A printed sample pack with the title 'Sometimes it is Black & White'. White foil on black paper stock, with neon yellow topography design detail.


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.

Print with the statement 'No more excuses' in white and pink foil on black paper stock
Close up detail of pearlescent foil
Close up emboss detail of another statement print
Detail shot of the sample pack cover. The title reads 'Making a material difference', which is James Croppers differentiated essence
Emboss and brass foil detail for the statement: European Forests are 30% larger than they were in the 1950's
White paper stock on orange background with the statement 'Own your story right back to the source'


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.

Lead designer Conner looks over printed flat plans on site in the Foilco printing room
Close up of the brass printing plates


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.

The sample pack sitting on a shelf, on the stand in Milan
The James Cropper team smiling and waving for video content - unaware of the photo
Long shutter photograph showing the stand as visitors come and go
The samples packs sit on the shelf - in the background is packaging for Dries Van Noten and La Vie est Belle


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.


“By joining forces with other innovators in the supply chain we were able to work collaboratively navigating a strategic marketing campaign that focused on breaking the myths surrounding recycled materials within the luxury packaging market. Recognising the need to bolster our strategic marketing and brand positioning, EXP became an integral part of our team, helping us refine our product architecture and portfolio positioning enabling us to target specific demographics with clarity and consistency.”

Jordan Scott
Marketing Communications Manager
James Cropper Paper & Packaging





Project Info

EXP Team

Tom Grattan
Conner Griffin


Brand Strategy
Brand Campaign
Customer Journey
Social Media Content


Product Photography

More work

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Tom Grattan

+44 (0)1524 388104