Our role: Strategy / Consumer Branding / Print Design / Packaging Design / Advertising / Brand Management

Island Paper Mills (later named EB Eddy Paper) was originally a commodity grade paper manufacturer and made the decision to move into the highly competitive market of coated papers. The commitment was huge and certainly risky. This was about changing the perception of the company as much as it was about introducing a new line. We began our work even before the new paper machine was purchased, changing the marketing materials to demonstrate that Island Paper was committed to printability and quality. When they decided on a No. 3 grade coated as their first product, we were asked to brand it, from naming to packaging, labelling systems and promotions. Luna was an incredible success, right off the mark. The company went from 100% uncoated sales to 60% coated within one year. The acclaimed “Pizza” promotion for Luna brought in many anecdotes like that of the spec rep that dropped off four promotions one morning to clients in Montreal, only to receive a 40-tonne order from one of those companies the same afternoon.