The ‘Sometimes it is Black and White’ campaign launches at Packaging Premiere and aims to inspire brands through illustration and design. For the first time in its 179-year history, James Cropper, one of the world’s most innovative papermakers, has teamed up with two external brands - Foilco and Dreyer Kliche - to dispel the myths around sustainable packaging.

The campaign coined ‘Sometimes it is Black and White’ launches this week at the packaging sector’s exclusive showcase for luxury packaging, Packaging Premiere in Milan, and aims to inspire brands to embrace sustainable practices, redefine industry standards, and lead the way towards a more environmentally conscious future.

James Cropper’s partnership with the two well-regarded entities in the realm of stamping foils and embossing tools respectively, marks the first collaboration of its kind in the packaging space that addresses the misconceptions around sustainable packaging in luxury markets.

Through a series of myth-busting designs, the trio of innovators illustrate the limitless possibilities that luxury brands can achieve, in pursuit of ground-breaking sustainable solutions, that ensures no compromise on quality.

Kate Gilpin

PRODUCT MANAGER, LUXURY PACKAGING AT JAMES CROPPER

“ By joining forces with other innovators in the supply chain we are able to break the myths surrounding recycled materials within luxury packaging. We have created sustainable packaging that has never compromised on quality across a number of sectors including wine, spirits, fashion and beauty. The truth is environmentally friendly packaging can coexist in any luxury market. It Is possible to have full recyclability, beautiful aesthetics with environmental responsibility – brands just don’t realise what can be achieved which is why a campaign and collaboration like this, is so crucial. ”

Kate Gilpin

PRODUCT MANAGER, LUXURY PACKAGING AT JAMES CROPPER

Challenging conventions and pushing boundaries, the designs test the limits of paper and foils with multi layering and embossed patterns.

Each illustration included in the campaign is a debunking myth statement piece, which includes, assumptions such as paper just comes from trees – the reality is paper can be made from other sources, even coffee cups, office waste or recovered denim. Another misunderstanding included in the campaign is around recyclable foil. Cold and hot foils can be repulpable meaning they can be recycled again and again – yet, many brands are unaware.

The collaboration brings together James Cropper’s industry-leading papermaking skills, Foilco’s extensive range of stamping foil shades and finishes, and Dreyer Kliche’s expertise in hot foil stamping dies and embossing tools.

At the core of this collaboration is the mission to address misconceptions by brands, particularly in the luxury sector. By debunking 10 assumptions surrounding recycled materials, the partnership endeavours to pave the way for sustainable innovations and offer brands the opportunity to learn and understand the technologies available that can open the door to a new world of packaging opportunities that meet brands’ Environmental, Social and Governance (ESG) targets.

The ‘Sometimes it is Black and White’ designs will be available on request.