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Fedrigoni 12

2022 Campaign Design
Devising a campaign for Fedrigoni, tackling the misconception of their quality paper being unaffordable for printers.
Fedrigoni 12 is a campaign that crushes common misconceptions associated with the brand - using their own products to do so.

The twelve-month campaign spotlights six misconceptions, each with an associating tagline. These taglines, and the campaign identity, are revolved around the ≠ symbol, asking the audience to re-imagine their perception of Fedrigoni. Not only does the advert focus on the “luxury is unaffordable” misconception, but a range of others as well.

The campaign features a bi-monthly release of an item useful to printers, each one linked to that edition’s featured misconception and branded with its tagline.

Each release is produced using a different Fedrigoni paper series, including the packaging - a small square box (shown above) - which is made from the same paper as the item inside.

LUXURY ≠ UNAFFORDABLE

Bag of CoffeeKicking off the campaign with the main misconception that Fedrigoni wants to eradicate.

Coffee, once considered a luxury, is now an everyday purchase for many - affordable, accessible, and part of daily life.

This mirrors Fedrigoni’s mission to reposition their high-quality paper as not just premium, but practical and within reach for printers of all scales.
LARGE ≠ DISTANT

 Roll of TapeFedrigoni is a large company with a global presence and an extensive product range. However, their size doesn’t create distance - they remain closely connected to their clients, offering attentive service that matches the quality of their paper.

The tape symbolizes connection, reinforcing the idea that being ‘large’ doesn’t mean being out
of touch.
INNOVATIVE ≠ CONFUSING

Business Card
Interactive WebsiteFedrigoni is a forward-thinking paper company, consistently pushing boundaries through innovation. However, innovation doesn’t have to mean complexity.

This business card links to a minimalist website that initially hides its content behind a simple puzzle. The solution - inputting the ≠ symbol - reinforces the idea that innovation can be intuitive and engaging, rather than confusing.

It reflects Fedrigoni’s commitment to accessible creativity and client clarity.