OFFICEMAX MULTI-USE COPY PAPER REFRESH

CHALLENGE: Refresh current paper graphics to better differentiate SKU clusters and product benefit within the OfficeMax paper category. Copy and Multi-Use Copy paper was not easily distinguishable to consumers.

SOLUTION: For each step-up SKU, a gradient was added to the lower half of the package and a graphic treatment was added to the product name. These additions helped visually differentiate paper grades. Simplified and utilized more relevant “floating paper” graphics for each paper grade. Enhanced copy and product names to communicate performance and usage more effectively.

CONTRIBUTION: Researched paper industry product tiers, design trends, naming conventions and product architecture. Informally tested potential solutions with internal panel. Plotted competition and existing OfficeMax paper to decipher product hierarchy and comparable products from other brands. Worked with copywriter to revise paper names and enhance descriptions. Modified existing artwork to uphold brand standards but allow for new category treatment.