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The New Neenah: Solutions to Help Take You Where Ideas Lead
Neenah, Inc. is leading a change in the way we think about paper. Until now our paper, packaging, and wide format offerings have been marketed separately as Neenah Paper, Neenah Packaging, and Neenah Wide Format brands. Now, we have brought these brands together under one Neenah umbrella. Our new branding brings a more cohesive and consistent look to the Neenah brand, reflecting the reality of the company Neenah has become.
“Neenah is a solutions company and paper is the product we offer as the medium or the material to create the solutions for business needs,” says Mark Sng, Sr. Director, Marketing and R&D, Neenah. “Designers aren’t designing just packaging, or business cards, or retail environments, they’re creating it all, and Neenah provides the products to help designers create the experience for each brand touchpoint.”
Neenah worked with Design Army on the rebrand strategy and on a new ad campaign to initiate the launch. Sng says Neenah’s last major brand update and campaign focused on identifying Neenah Packaging as its own brand as a way to demonstrate the company’s investment in the packaging market. “Since that initiative Neenah has made huge strides in the packaging market, resulting in double-digit, year over year growth. Now is the time to bring our resources, products, services, brands, and history together as one Neenah.”
Developed and art directed by Design Army, the campaign, which begins appearing this month, introduces Neenah’s new tagline, “Where Ideas Lead.” The philosophy behind this brand messaging is to position Neenah as a partner in the creative process, providing the products and services — the solutions — to help transform ideas into results. The campaign does not follow the expected path of photographing labels, boxes, and bags that have already been designed. Instead these visuals show products that are by design not designed, focusing instead on the idea that the paper and packaging substrates are beautiful enough to stand alone, and provide the canvas for creatives to envision their own designs.
“When you look at a photograph with an already designed box or label, you are seeing the end result. Yes, you may stop and admire the design on the box, but you’re admiring the end of the creative process. The purpose of the ‘Where Ideas Lead’ key visuals is to demonstrate a business need, and provide the setting for an idea. By leaving the creative process open to interpretation the campaign challenges each viewer to decide where their own ideas would lead each project.”
Pum Lefebure, Co-Founder & Chief Creative Officer, Design Army
“Neenah aims to modernize the way designers, printers, brand managers and even end users think about paper. The world is looking for new solutions as we learn more about climate change and the impact of our manufacturing and purchasing habits. With the move towards plastic free solutions, paper is quickly being recognized as a preferable alternative and the material of the future,” says Lefebure.
The campaign’s branded key visuals strategically position Neenah as a solutions company and show what is possible. From gift cards and wall murals, to custom papers and every idea in between, Neenah has all the ingredients to empower brands to take their ideas wherever they may lead. “Whether it’s gift card, retail graphics, custom papers, or any design project in between, Neenah is now one big company that helps you create the solution to your business need,” says Lefebure.