Elevating a 125th years old paper company to captivate creatives by refreshing the identity of its Paper Club and presenting it into a new digital platform with an engaging visual narrative in a seamless way.
We’ve worked with Fedrigoni Spain as a creative partner for over five years, helping to articulate all aspects of the brand including a new identity to create an organisation more relevant for today.
Turning the brand into a digital platform that gives visibility, prestige and modernity
After 10 years since the Paper Club launch, it had a valuable article’s archive, but it needed to promote a more attractive and organised exploration of it that encouraged visits to Fedrigoni.es, the sales channel of Fedrigoni Spain. In addition, it also needed a fresh identity focused on the luxury sector that communicated both prestige and contemporaneity.
Ux & UI Design: Creating a user experience that at the same time optimises the organic positioning of the web
We solved its navigation chaos by grouping old URLs into a new architecture with a single simplified menu with the most relevant sections of the old blog and the creation of clear categories and related categories that put the focus on their products as a priority. Then, a large amount of work was invested in the wirefarming process with the aim of achieving a dynamic rhythm and order in the reading of the content.
A sophisticated typographic union
The new identity look needed to coincide with this technological evolution and adapt to the digital age by reflecting a more contemporary vision, without losing the essence of its heritage and the brand's key values.
On the platform, we use Austin as a serif and as sans-serif we use Muli. This combination of serif and sans-serif remains a good editorial decision that achieves a sophisticated and refined appearance. A perfect union with many variations and levels that, together with the power of images as as the main character and the suggestiveness of touch, reinvent the narrative and engage people thanks to a unique user and visual experience.
For the articles detail page we enhanced a photo narrative that is nicely interrupted with delicate typographic highlights. The layout includes information related to the paper product, but also suggestions to other posts related to the same product.