Rebranding a Kraft Paper Mill
Rebranding a Kraft Paper Mill
CONTEXT: When the Patnaik Group acquired a paper mill, they inherited the company’s registered name “Stark Ridge Paper Pvt. Ltd.”, its dated logo, and its reputation as “just another paper mill”. But now they weren’t going to be just another paper mill. The new owners of Stark Ridge Paper wanted to be part of the solution to deforestation. So they started making 100% recycled kraft paper, out of used paper & cardboard (diverted from landfills), in a mill that leads by example with its state-of-the-art green technology. BRIEF: They wanted to completely rebrand in a way that would reflect their vision of maintaining a sustainable balance between industrial activity and the environment. Enter Ratufa Indica Malabarica, the Malabar Giant Squirrel a.k.a - STARKY! The Malabar Giant Squirrel is one of the many threatened & endangered species that are positively affected when manufacturers & consumers alike choose recycled paper over virgin paper. Add to that the fact that it’s a rare & uniquely local species (found only in India’s Deccan Plateau region, including Jharkhand where the mill is located) and visually interesting (naturally vibrant fur, long fluffy tail, cute round ears) and it lends itself beautifully to a logo.
Old Branding vs. New Branding : The new branding is a conversation starter, prompting the question “Why is your logo a squirrel?” It’s also the answer to that question “Starky symbolises why we do what we do the way we do it.”
Branding Cheat-Sheet : We created a Branding Cheat-Sheet to make it easier for Stark Ridge Paper’s team to understand & implement the usage of the new logo, branding colours, fonts, photography style & illustration style.
Branding In Use : Corporate Office Stationery & ID
Branding In Use : Factory Office Stationery & ID
Alternative Branding In Use : Merchandise For Public Events (Like Trade Fairs)
Digital Presence : We designed a very simple - yet highly functional - website that allows Stark Ridge Paper to list their products, explain how paper is made while highlighting their green technology, connect with potential customers & suppliers, offer jobs & receive applications, talk about their CSR & community engagement, announce events on their calendar & cover those events through the blog. It’s all there at www.StarkRidgePaper.com!
Social Media Presence : “How Paper Is Made” might not be the most engaging content for social media, but when a company is so actively involved with local community development, species conservation & environmental protection, it gives them a lot to talk about. So we created custom editable templates for their social media handles, allowing them to reach out & educate more people, while maintaining a consistent, on-brand aesthetic.
Mascot Development : Then management gave Starky a promotion! He was too cute & intelligent to sit around only being a passive logo, so they promoted him to Mascot & made him an active part of the Stark Ridge Paper team.
Character Design : We created a Base Character for starky, which would allow him to dress for the job he has & the one he wants! Both his hands are visible, allowing him to demonstrate wearing safety gloves as well as to grip items. This detail was important for placing him in different roles for in-factory safety signage & area-specific signage.
On-Site Signage : Now Starky’s all over the place; giving people directions, helping them stay safe at work & bringing a smile to their faces. We foresee a bright future for him in every department!
To completely rebrand in a way that would reflect Stark Ridge Paper's vision of maintaining a sustainable balance between industrial activity and the environment.
Stark Ridge Paper