Background
With a British heritage of more than 100 years, GF Smith had become less relevant in a competitive paper market.

Brief
To reposition GF Smith by inspiring designers and luxury brands alike.

Solution
At the heart of the brand was the strategic concept, Paper from GF Smith. This strategic organising thought was expressed across the brand architecture, product launch campaigns, heritage events, packaging design and inspired an innovative approach to the way paper products are now brought to market. This decade long collaboration repositioned GF Smith as the number one paper expert and now internationally recognised global brand.