How do you take a good thing and make it better?

This is exactly what we asked Neenah Paper when we heard they are working on a revision to the CLASSIC CREST Brand, due out in September. After all, since its introduction as a Writing paper three decades ago, it has become the most popular premium uncoated Writing, Text and Cover paper used by designers in North America. It is The Complete Communicator.

Nurturing a brand like CLASSIC CREST Papers requires careful evaluation and thoughtful decisions. The foundation of the brand was built on its use as a Writing paper for corporate and business identities; therefore the offering of whites and key lighter colors must have staying power. Customers want to know that when they are ready to reprint some or all of their identity materials, these core business papers are readily available. This has been a hallmark of the CLASSIC CREST brand.

Neenah Paper understands the difference between a trend and fad, a critical point in determining how and when to update a brand like CLASSIC CREST. Companies don't want their stationery to come across as dated, yet it must be enduring. The look should be both timeless and timely.

Responding to Customers' Needs
So how does one improve a grade that includes 21 business appropriate colors and a range of weights from 20 lb. writing to 165 lb. cover, as well as matching envelopes, label stock and announcements? Neenah turned to their customers to find out. Two of the fastest growing segments in the commercial print industry are digital printing and environmental printing. The demand for a wider range of premium papers in both of these categories has greatly increased, and Neenah Paper is responding.

Digital presses require precision cut sizes and need to conform to a broad spectrum of equipment specifications, and availability is crucial. CLASSIC CREST Papers were the first of the Neenah Paper brands to be offered in digital sizes. Now they are broadening the offering by adding heavier weights in both text and cover digital papers to keep up with an expanding array of end uses. 

CLASSIC CREST Papers are 100 percent Green-e Certified and made Carbon Neutral. They include FSC Certified (Certification number: SW-COC-000885) options as well as recycled options that are Green Seal Certified. Both designers and printers want more choices when it comes to environmentally responsible papers, and Neenah Paper will continue to expand the selection of environmentally certified papers in a variety of weights and sizes. That's just part of what you can expect from the next generation of the CLASSIC CREST brand.

The Designer's Choice
Neenah looks to the design community when determining what, if any, changes should be made to the color palette. Tom Wright, Director of Advertising and Promotions for Neenah Paper, maintains an open dialogue with designers nationwide. Additionally, as a longtime member of The Color Marketing Group, Neenah Paper is in the unique position of being the only fine paper mill to engage in identifying and contributing to color trends worldwide.

"Neenah looks at all aspects of design such as graphic, architectural, interior and environmental when determining the direction of our paper colors," says Wright. "I think our customers will be pleasantly surprised by some of the unexpected, yet appropriately positioned, new colors we'll be introducing."

Along with the color additions, Neenah plans to offer a wider selection of papers in heavier cover weights, some up to 165 lb. cover, as well as heavier writing weights.

Greg Maze, the brand manager behind the revision, sums it up. "We've seen a shift in the marketplace toward heavier weight papers. Taking that into consideration along with color trends and emerging print technologies helps us grow the brand in a way that makes sense. And that's what keeps a brand like CLASSIC CREST Papers fresh, interesting and relevant to design."

Until the formal introduction of the updated brand this fall, you can check out one of the recent CLASSIC CREST Papers promotions: The Identity Library. This collection of reference cards offers a lot of relevant, useful information on topics like print production, proofreading and measurements, as well as important considerations when designing letterheads, envelopes and business cards. They may be small in size, but they're big in content. Look for them in your favorite design publications and collect all 16 cards. Or if you can't wait, get your full set now by visiting www.neenahpaper.com/idlibrary.

For more information about this and other grade lines from Neenah Paper, call 1-800-994-5993 or e-mail samples@neenahpaper.com.

6/11/08