The redesign, created by Desgrippes Gobé, was carried out to help paper merchants and printers locate Domtar’s products more easily. “Domtar has experienced incredible growth over the last few years and our customers were concerned they would lose the personal interaction and responsiveness they valued,” says Scott Townsend, Domtar’s director of strategic marketing initiatives. “We took action to show them otherwise. We consolidated our product lines to reduce confusion; we increased our distribution network to ensure faster delivery throughout North America; and now we’ve standardized our packaging to make it easier for customers to manage their paper inventories.” The design for its rolls and skids includes silhouettes of people interacting with paper. The product labels are simple, color-coded and placed in the same location on all grades, making the relevant information easier to find. All product information is listed in English, French, and Spanish languages. The ream wrap packaging for retail products simplifies paper selection for consumers. The four-color designs jump off store shelves. “Consumers want to make paper decisions quickly,” Townsend says, “and the packaging imagery helps them match our products to the right equipment and end-use.”
