Q&A With The Minds Behind Neenah’s CLASSIC® Papers Refresh
The latest refresh of the CLASSIC® Papers portfolio, greater than a 12 months within the making, resulted in impressed colours, trendsetting textures, and dynamic promotional supplies. Here’s a Q&A with longtime business veteran and Neenah Model Supervisor Kathy Kemps, and design accomplice Pum Lefebure of Design Army about how this enterprise advanced.
What was the design temporary for the refresh of CLASSIC® Papers?
KK: Whereas our stunning whites are the muse of the model, the colours and the textures are actually the center of what makes the CLASSIC® model iconic. So, we wished to take care of every little thing that designers know and love about these papers, after which give them much more to like. And earlier than we made any adjustments, we wished to protect the essence of the model household.
PL: We thought so much about what makes one thing a traditional. It might be literature, or Renaissance artwork from the 17th century, or perhaps a 1960’s traditional design like an Eames Molded Plywood chair. For one thing to be thought-about traditional, it should stand the check of time. That was the benchmark we set out. So, the place did you begin the method?
KK: It was essential for us to construct a portfolio that our clients wished, not simply what we thought they wished. So we talked with designers throughout the nation, to essentially perceive their wants. All of those buyer insights laid the muse for creating what would change into the brand new line.
And then you definately developed the eight new colours?
KK: Sure. We examined the colour palette as a complete and included what we’d realized. We held on to the colours designers love, the hardworking colours they use on daily basis. Then we infused the gathering with new colours that may each energize and complement the whole portfolio. For instance We included two new grays to the prevailing grays to supply a broader vary, as a result of designers requested for extra grey choices. There are actually three dozen colours throughout the CLASSIC Manufacturers.
Is it true the colour inspiration began with a visit to the artwork retailer?
PL: (laughs). Sure! We stocked up on artwork provides, and combined hues, by hand, within the workplace. The brand new Imperial Pink was a coloration that existed in my head, impressed by a dramatic pink hue I noticed throughout a visit to Beijing. We additionally checked out coloration when it comes to vogue. Not vogue tendencies, per se, however wardrobe staples. What are the core objects, the foundations that we use to construct upon? Black, white, neutrals, and so forth. For instance, the brand new Chambray is like your favourite pair of denims. We created colours that may work laborious and have endurance.
What concerning the two new branded textures?
KK: We really requested designers to point out us samples of textures that impressed them. Many nice concepts got here from these discussions, together with the brand new CLASSIC® Woodgrain. The brand new CLASSIC® Techweave end was impressed by at present’s tech merchandise. It’s a high-touch texture that presents a contemporary option to depict a excessive tech service or product.
So then you definately made all the colours in all the textures?
KK: No, and this was a fastidiously thought out resolution. Design Military was invaluable on this regard; Pum has nice pure instincts. She actually helped us suppose by way of how the colours and textures would really be utilized by designers.
That’s a variety of stress.
PL: It’s. However, it was essential for us to suppose by way of objects like the brand new Woodgrain, it’s an natural texture so there are colours that naturally make sense, and others that don’t. Coloration evokes a lot emotion, so if you get the proper shade, mixed with the proper texture, it’s going to be emotional.”
Is it laborious to design for designers?
PL: As designers ourselves we felt the stress to create colours that our friends would use…colours that may be seen as present, but timeless. And there’s enterprise stress… what occurs if an merchandise doesn’t flip? You need the choices to be proper.
KK: (laughs) I adore it. Having labored on this enterprise now for greater than 30 years, I nonetheless get excited to see designers take a look at model new, completed supplies like these. Now I simply can’t wait to see what they do with them.
The brand new portfolio, together with the brand new additions, could be discovered within the new three-volume swatchbook set and a brand new promotion. All can be found, free, by way of your Neenah Paper gross sales rep.