Papier
Papier committed to the possibility of a blank page. With a rebrand that set the platform for US expansion.
Founded in 2015, design-led stationery brand Papier quickly acquired its first million customers. But the ambition was always much bigger. The aim was to become a category-defining brand. Or in the words of founder Taymoor Atighetchi, for “a piece of Papier to touch everyone’s lives.”
We helped them define a rich, distinctive brand to launch in the US. And move from solely direct-to-consumer into retail stores like Target and Anthropologie.
Overview
The partnership
A full rebrand, from research and strategy through to identity and delivery. And a new website, co-created with the Papier team.
Define
The stationery market is full of nicely designed products but few strong brands. We needed to frame Papier as something bigger. Customer interviews revealed a powerful insight. By buying a notebook, a planner or a diary, you’re making a promise to yourself. You’re inviting a change. So we built the brand strategy on the transformational power of the blank page.
The idea
‘Invite Magic’ sits at the heart of the Papier experience. Distinctive, actionable. With rich creative potential.
Create
The identity imagines Papier as an emporium of magic objects brimming with untapped potential. Born of paper and ink, it’s created to invite you in, appeal to every sense, intrigue, provoke, transform. Just like stationery itself.
Logo
Instantly iconic, the logo is an elegant expression of the concept. An open book, filled with pages of possibility.
Verbal identity
The brand’s language is rooted in the transformative power of stationery and speaks directly to an audience of Paper People.
Art direction
Photography captures an atmosphere, not just an aesthetic. While every illustration tells a story.
Commit
From co-creation to consultation, the Ragged Edge and Papier teams worked in a range of different ways to launch the brand everywhere. The result? A distinctive experience from online to in-store.
Digital experience
We co-created the website alongside the Papier team. An elegant, evocative experience, optimised for effectiveness.
The different reality
The rebrand set the platform for change. A $50 million Series C funding was secured within three months of the launch. Next, Papier launched in retail. Barnes and Noble, Nordstrom and Anthropologie were followed by 2,500 Target stores in the US.
Ragged Edge were a brilliant partner. They were sensitive to the brand we had built and our customers loved, yet unafraid to challenge and push us out of our comfort zones. The result is a brand that beautifully captures how the magic of stationery goes beyond the cover.
Appreciation for the Paper People
Such transformative work takes true collaboration. Here’s to Taymoor, Sophie, Molly, Gaby, Will, Jennie, Nicola, Paige, Katie and their team. And to our friends Charlie McKay and Ciao Chiara for their work on the photography and illustration.
Industry recognition for Papier
Creative Review
Best rebrand
Winner
D&AD Awards
Logo design
Branding
Wood pencil
D&AD Awards
Brand refresh
Branding
Shortlisted