Creating A Lasting Impression


Brand Architecture, 
Creative Strategy, 
Brand Identity, 
Packaging Design,
Bespoke Typography,
Brand Guidelines,
Brand & Production


Approach Reflex had established powerful equity in the blue & yellow that flooded their packs. It was crucial that we preserved those distinctive brand assets. By toning down the authoritarian ALL CAPS, we brought an approachablility to the brand, while simultaneously conveying premium performance. Unnecessary clutter was stripped back, allowing the focus to fall on the brand. Additionally, we created a callout to clearly communicate the newly advanced 'Ink Wise' technology that Reflex had integrated into their paper. 

Challenge Australia happens to be one of the few markets in the world with its own premium paper brand; the ubiquitous & iconic Reflex. With the proliferation of house brands however, many consumers had decided to switch things up & opt for a cheaper alternative to cut costs. Although Reflex was the premium manufacturer of paper products, their brand felt dated, tired & out-of-touch with the modern workplace. We needed to remind consumers that it’s about so much more than just paper. It’s about creating a lasting impression through a clear dedication to quality.