It pleases me to say that this project received a commendation for the YCN Student Awards 2013. Fedrigoni wanted a campaign that was directed at printers. The purpose of this campaign was to banish any misconceptions about Fedrigoni paper being "unaffordable"

My concept for this brief was about “Affordable luxury”. Fedrigoni produce luxury Italian papers, and this alone has established a high quality appearance of the Fedrigoni brand; unfortunately some people think it’s unaffordable and too expensive.

I used paper foods to illustrate Fedrigoni’s papers because food is arguably the most affordable thing in life, and by creating high class foods out of Fedrigoni paper, it reflects the high quality and luxurious features in their papers. Simultaneously, this sends out a message convincing printers that although Fedrigoni’s papers are slightly higher in price, they are paying for the quality; being luxurious does not necessarily mean it is unaffordable. Final outcomes include a series of 5 posters, a mail out invitation, an exhibition stand and a sample book. All the paper foods, the sample book and the invitation was cut and made by hand.

We all enjoy having little luxuries in our lives now and again, and for the times that printers want a bit of Affordable luxury, they can come to Fedrigoni. 

Here are a series of 5 posters to promote the affordable luxury campaign.

This exhibition stand is intended to be seen at exhibitions like DRUPA and the Hong Kong international print and packaging fair. The printers who visit can approach the stand to have a closer look at the 5 different paper foods as well as obtain some samples; the samples will be given in the form of a part of the paper food, for example, the sample for the lobster dish will be in the shape of a slice of lemon.

This invitation is a mail-out which invites printers to the “Affordable luxury” event held at Fedrigoni’s London showroom. The event will consist of a short presentation about Fedrigoni’s papers, followed by a lunch (which ties in nicely with the food and dining theme) and opportunities to speak to Fedrigoni’s specialists about their papers as well as obtain some samples. 

This sample book is intended to be sent or given to printers. It consists of 7 pockets, each containing 2 different samples of paper which have photos of the paper foods printed on them. This gives the printer an idea of how well each sample of paper prints.