Smoking Paper - #Thinnest Brown

Objective

Smoking Paper were launching a new line of papers, Thinnest Brown, that are characterized by its light and naturally-made paper.

The slogan we were presented with:

"Pure Thinnest - Less paper, naturally it will fly higher!"

The challenge here was that Smoking Paper already two other products that share similar attributes with Thinnest Brown. In fact, Thinnest Brown is a mix of the two: Brown and Thinnest. We needed to find a way to communicate this product without cannibalizing the original two.

Through different visual messages, we created different content wherein these attributes are reflected and embraced the playfulness of the general Smoking Paper audience. Moreover, with one of the competitors going down the natural route, we chose to focus more on the lightness and accentuate it by essentially showing people levitating when they come in contact with the product.

The campaign was rolled out at first on Instagram in grid format on the different markets' pages and shortly extended to Facebook and Instagram stories.

What we've done

1. Strategic Discovery

Creative Process

1. Research: I conducted research on the business's values, competitors, and target audience to gain a better understanding of their brand and industry.

2. Sketching: Using the insights from my research, I sketched several logo concepts to explore different design directions.

3. Digital Design: After reviewing the sketches with the client, I created several digital designs using Adobe Illustrator.

4. Refinement: I refined the chosen design based on the client's feedback and made small adjustments to ensure it was the best representation of their brand.

5. Finalization: I delivered the final logo design in various file formats to ensure that it was suitable for both digital and print use.

‍

Results

The new logo accurately represented the brand's values and appealed to their target audience. The business reported increased website traffic and social media engagement, and the logo was featured in several local publications.

‍

Conclusion

Through careful research and a collaborative design process, I was able to create a unique and effective logo design that met the client's objectives and helped them to achieve their business goals.