Investing in a brand’s soul

The modern economy demands a lot of paper.

It’s a material that we ask to carry a lot, both literally and metaphorically. When you need to send important information, you use paper documents. When you need to protect heavy or fragile items, you can pack them in heavyweight boxes made of corrugated board. And, on a deeper level, paper also carries the dyes, pigments, and messages that bring brands to life in their packaging, labels, and marketing collateral.

In the right hands, though, paper can be more than just a medium. It can be part of the message in itself – one that consumers can reach out and touch for themselves as part of a true multi-sensory experience. This sensorial quality means paper can also possess many intangible qualities that can be just as important. And like anything important, this ‘soul’ is worth investing in.

For many of the world’s leading brands in sectors like luxury, beauty, and lifestyle, this hard-to-describe yet instantly recognisable quality is something that is earned through decades of heritage. It is central to their appeal, but it can’t be bought. Instead, it stems from a reputation for quality and craftsmanship.

The packaging used to protect and market these products must reflect this craftsmanship, and that includes the materials it is made from. In paper, each sheet tells a story through the way its fibres weave together, its pigmentation, and its finish, translating a brand’s values from abstract concept into something real. Packaging doesn’t just tell, it shows.

For example, paper made from recycled fibre often has its own unique look and feel that marks it out from virgin paper. Paper fibres are imbued with a sort of memory that is immediately obvious to the touch, giving recycled paper a rustic, authentic texture. It reflects the circular journey that the material has been on before, eventually landing in the consumer’s hands. Maybe it was once a notebook, a coffee cup, an item of clothing – at James Cropper, our FibreBlend Upcycled Technology includes used denim fibres – or maybe just another piece of packaging. But, crucially, that history will be passed on to the consumer as soon as they touch a piece of recycled paper material. When used in the right application, this can give packaging an invaluable authenticity, but it needs to be accounted for in the product design.

For example, material sourced from recycled office waste – such as printer paper and stationery – will often be artificially whitened. This bright whiteness is impossible to remove from the fibres during production, so the colour matching, printing, and finishing processes must be tailored to deliver the desired aesthetic from the finished pack.

This kind of technical expertise and craftsmanship is an essential component when developing products with soul. Every fibre of paper carries a story, but the magic of stories lies in how they are told.

Virgin fibres come with their own story, but once again, it requires a level of craftsmanship to tap into. Each forest contains different types of tree fibre that can have a subtle but noticeable effect on the end product, demanding a transparent and precise approach to material sourcing.

While often more controllable than the variables that come with recycled material, these differences can still affect the texture and colour properties of the finished paper, requiring a careful approach to colour matching depending on the final application of the product.

Colour formulation is where these nuances truly come to life. Fibre tone, absorbency, and surface formation all influence how pigments behave once they touch the sheet. Even the smallest shifts in fibre chemistry can subtly alter how colour appears under different lighting conditions, how it saturates, and how it ages. This is why working with virgin fibre isn’t simply about purity. It’s about control, predictability, and the ability to design colour with absolute intent.

For luxury brands, where a trademark colour can be a signature as recognisable as any logo, this fidelity is everything. A red that is fractionally too blue, or a black that reflects slightly too much light, can break the continuity of a brand identity that has taken decades to cultivate.

The soul of virgin fibre also lies in its tactile personality. As these fibres have not yet been through the mechanical stresses of recycling, they offer strength and length that create exceptionally clean formation. This produces surfaces with remarkable smoothness or, conversely, enable the engineering of specific tactile experiences, from velvety mattes to crisp, lightly textured finishes. These finishes become part of the experiential language of a brand. They can convey luxury before a product is even purchased, setting expectations through touch alone.

However, the real mark of craftsmanship is not simply selecting virgin fibre but shaping it with purpose. It’s about understanding how a material will behave when it is foil-blocked, embossed, die-cut, or laminated; how it will perform in fast-paced converting environments; how it will retain its beauty after thousands of consumer interactions. It’s also about ensuring that virgin fibre papers meet today’s expectations around sustainability – sourced responsibly, processed cleanly, and designed to last.

Ultimately, whether a sheet begins its journey as recycled fibre or as virgin pulp, what gives it soul is not its origin but its transformation. It is the intimate, collaborative process between brand, designer, and paper supplier – the iterative trials, the micro-adjustments, the shared pursuit of the perfect tone or texture – that turns a raw material into a meaningful medium.

This is what James Cropper has specialised in for generations. We don’t simply make paper; we help craft the physical expression of a brand’s identity. Every pigment choice, fibre blend and finish is an act of storytelling. And in a world where digital touchpoints dominate, these physical moments of connection have never mattered more.

When paper holds a brand’s soul, consumers feel it instantly. It becomes part of the ritual of unboxing, the surprise of first touch, and the memory of a colour or texture that lingers long after the product is used. It elevates packaging from something functional to something emotionally powerful; a sensory ambassador for everything the brand stands for.

The soul of paper isn’t found – it’s made. And it’s made through partnership, precision, and a commitment to the craft that endures from the first sheet to the millionth and beyond.