Ziggurat unveils animal concept for Lumi paper

by Daniel Farey-Jones, Brand Republic 02-Apr-08, 09:50

LONDON - Ziggurat Brands has created a brand campaign for Lumi paper that features photography of animals such as pigs, snakes and pelicans.

Lumi's manufacturer Stora Enso and UK distributor, The Paper Company, decided the paper brand needed a marketing push and appointed Ziggurat last year.

Ziggurat has managed the entire project from strategic planning and positioning, through research and creative workshops that unified the team and ensured that all parties were committed to a shared brand vision.

It commissioned animal photographer Steve Hoskins to photograph a range of creatures, not usually considered for their aesthetic attractiveness, mixing light and shadow to focus viewers' attention on the surface textures of the animals.

The theme of the campaign, which will run in print, is "see the beauty in everything". The accompanying copy supports the Lumi proposition for technical reliability and intrinsically beautiful print results.

Shinier creatures -- snake, scorpion, frog and armadillo -- denote art paper while more matte creatures -- rhinoceros, pig, monkey and pelican -- denote silk finish paper.