Navigating Elegant vs. Everyday for Vanity Fair Napkins

VANITYFAIR

With its shell-embossed design and sophisticated image carefully cultivated for almost 60 years, the Vanity Fair brand of napkins has a reputation as a product for special occasions. Now, Georgia-Pacific wants consumers to know that Vanity Fair napkins can be part of their everyday lives. “As our day-to-day customs evolve and become more relaxed than they have been in the past, we want consumers to know Vanity Fair has a product for every need, from napkins to use for more casual, everyday meals to products that provide the perfect complement to even their most formal entertaining occasions,” says Lloyd Lorenzsonn, brand building leader for napkins at Georgia-Pacific.  With the brand balancing its image of elegant vs. everyday, the client looked to Flood Creative to navigate a brand and package redesign. According to Stuart Whitworth, partner/chief creative officer: “The positioning change and lifestyle connection required a complete overhaul to reflect consumers’ everyday use of the product. We started by making the brand identity more approachable by replacing the formal and almost calligraphic script with a modern, casual black script. It’s still confident but now more personal… The gold shell is a new icon we created and is now a permanent part of the logo.”

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