Project
Pure Dutch

Objective
Rebrand of the Dutch Grey Board Excelda. The challenge involved developing a new name, new logotype, a direct mail awareness campaign, sample packs as well as a limited edition photography book, a production swatch book and a website.

Solution
Renamed Pure Dutch, the new brand reflects the Dutch heritage and key qualities of the stock – highlighted by displaying how well the stock reacts to a variety of printing and finishing techniques including foiling, embossing, debossing and dye-cutting. With evocative photography by John Wildgoose and copy by Martin Beaver the brand has been carefully crafted to appeal directly to the design agency audience.