Paper Rebel Brand Expansion

Paper Rebel Brand Expansion

Paper Rebel is a card and gift line that is fearless, bold, and unapologetic — just like its female audience. From smart snark to genuine vulnerability, Paper Rebel captures a different side of the Gen Y voice.

The brand has always had a confident and well established voice, but the design aspect was fairly “one-note” and in need of a more robust system. I was tasked with creating a set of brand guidelines.

Prior to getting into the design, I conducted an extensive research and development phase that helped to define and extend additional brand visuals. I incorporated new fonts, extended the color palettes and better defined the illustration and photography styles.

These new elements allowed for a larger system and a more flexible brand that better defined our brand positioning. These guidelines allow us to be brand stewards and help us communicate more effectively to our internal and external partners.

Creative Director: Jessica Lentine // Editorial: Maria MacNamara