When discussing brands we wanted to pay homage to with our redesign project, Paper Source was an easy pick!
Paper Source is a staple for all graphic designers. Not only is it a spot to get unique paper goods and supplies, but it is also a treasure trove of inspiration.
From incredible package design, to limitless examples of typography–there is never a shortage of aspirational work. However, we soon realized the struggle of separating an established brand that we know and trust, from the opportunities to adjust said brand into a new vision. In order to complete the project we had to “forget” everything we knew about Paper Source, and treat the re-brand like we would with any new client—we had to start from scratch.
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The Logo
We started with the logo—arguably one of the most recognizable in their space— and after looking at the breadth of products available decided that reimagining the logo with two typefaces would be an effective way to represent the different styles of the products in their shop. We went with a classic script — Nautica— as a nod to their more classic offerings and the calligraphy that is seen in their wedding department, and a modern thin serif—Gasean— whose light and playful curves offset the script nicely while also being able to stand alone as a headline font.
Next, we thought about all the different uses that Paper Source has for their brands. Everything from store signage, employee apparel, the website—the branding all had to look cohesive across the board, while being flexible enough to work in whatever medium they needed. We took elements from the main logo, and crafted an abbreviated mark that could be used in smaller spaces (like social media or letterhead), and had a nod to the original logo with the addition of the wasp graphic.
Seasonal Palettes
Another key part of the Paper Source business is their seasonal offerings. When we began to explore a color palette for the re-brand, it was impossible to put just one palette together that captured the sheer breadth of products that they offer for each season and holiday. So, we figured why limit ourselves to just one?
By working with a classic base of the Navy, Off White, and Pink, we were able to add fun secondary colors for each season. These secondary palettes would come into play on website graphics, social media, and event signs in the store.
As we worked on the revamp of the Paper Source brand, we jumped into a total makeover that made us question what we thought we knew and dig into what truly makes this brand special. By throwing our preconceived ideas and associations out, we were able to give an alternative look at how they could position themselves in the marketplace.