Brief: Find the Future

Meet four of the young and vibrant designers who've been part of the Brief Cases student project, the Iggesund Paperboard intitiative to bridge the gap between industry and academia.

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THIS CONTENT IS ALSO AVAILABLE IN INSPIRE 60 2018

“I want substance and ideas”

Fenella Samways-Dalton was in her second year of university when she asked herself: “Do I want to package Chicken Nuggets for the rest of my life or do I want to make a difference?”

She chose the latter. Since then, the easy way has not been an option. For instance, she aims to “teach kids about sex before pornography does”. Called #sexinthesyllabus, the project is a playful way to engage the younger generation and parents in a subject matter where she believes the schools have failed.

“I want substance and ideas, not only things that look pretty. And I strive for simplicity and clear communication,” she adds and laughs. “But I’m always in conflict. I want simplicity but at the same time I tend to make things over-complicated in my mind.”

Last spring she was invited to Iggesund during the Brief Cases student project, in which she came up with a beautiful skincare brand packaging solution. Working with paperboard from Iggesund gave Fenella a deeper understanding of sustainability. This baton of understanding she can now pass on to her clients.

“Now I can show clients options that are better for the environment,” she explains. “The way Iggesund works really struck me. They are really thinking about the long-term future. They are investing time and resources in 100 years from now. Iggesund is a fine example of how we should strive to be.”


Fenella Samways-Dalton’s botanically inspired packaging.

“My work is fuelled by passion”

“My design work is fuelled by passion. I take a lot of pride in the final work due to all the analysis and thought that went in before I started the design,” Craig Adam explains. “Of course it’s challenging but it’s also a lot more pleasing compared to other graphic design work.”

Two packaging designs Craig can be extra proud of are the frozen pea package The Pea Pod and the cheese selector pack Ost, both contenders in the Iggesund Brief Cases student project contest under the theme “Small Households”.

To Craig, frozen peas are one of the more uninspiring packaging designs in the supermarket. They are fragile and their materials can rarely be recycled.

“I saw how I could improve it. It made more sense environmentally to produce the packaging using high-quality paperboard, such as Iggesund’s Invercote.” 

The fully recyclable Pea Pod was designed with one theme in mind – a natural pea pod – and contains a pillow-style pouch with a shape that resembles nature’s archetype. For the cheese selector pack Ost, Craig highlighted another problem: cheese packages are often over-sized and aimed at larger families, resulting in all the cheese not being consumed. 

“I played around with the fact that ost is Swedish for cheese and at the same time an acronym for Oh So Tasty. I created an innovative pack which contains four different slices of cheese in three strengths – for individuals or couples. The cheese will stay fresh whilst offering a variety of choice.”


Craig Adam’s packaging solution for Ost.

“If i’m happy, others might be too”

While growing up in the UK, graphic designer and illustrator Emily Wolstenholme looked at the same children’s books over and over again. Today the detailed imagery of her childhood lingers in her consciousness, shaping the award-winning illustrations she is now drawing at the age of 22.

“Even though I draw more sophisticated stuff for a client, I’m still going back to that stuff. I’m still a kid!” she laughs.

Emily’s style could be described as minimalistic and cartoonish, which may be challenging when her client has a fact-heavy message to communicate. That was the case when she participated in the Brief Cases student project, which requested a hand-out about how Iggesund is improving the sustainability of its mills. The target? Westmorland County  

Show, a UK fair enjoyed by over 30,000 visitors every year. To make it informal but engaging, her contribution to communicating the “Grow Your Income” concept was made with brush and ink and – of course – resembled a children’s book. And yes, it won gold.

“Since it was a family event, I wasn’t interested in creating a standard infographic piece. So instead I treated the project as though I was illustrating a narrative and presented the information in an environmentally sound booklet. But mainly I made it to please myself. If I’m happy, others might be too!”


Grow Your Income illustrated book by Emily Wolstenholme.

“I know I'm on the right path”

It was when Florence Wilson was studying art at school that she realised she wanted to work in a creative field.

“I liked expressing myself in images and did photography for a long time before I decided on design,” she says. “Now I know I’m on the right path and am happy about it.”

For the past nine months she has worked at Interstate, an award-winning agency in west London. There she and several other talented designers and creatives work with 

brands like Formula 1, Google and Porsche. It is a fertile environment for a young designer.

“There are so many people around me doing fantastic things every day and they all have their own personal styles that inspire me a lot.”

One of the reasons why she is where she is, is Iggesund. One day the Swedish company came to her university and gave the design students there a brief. Using Invercote, they had to redesign a packaging for a global brand and make it local. Wilson, who is from Greenwich in London, submitted a design based on a game with letters.

“Greenwich is known for two things: the National Maritime Museum and Greenwich Mean Time. So I took the UK brand Marmite, rearranged the letters to spell Maritime, and illustrated a new label with influences from both the sea and clocks. It was a subtle change to the company name but everyone laughed when they saw the new logo.”

The playful and seemingly simple idea became so popular that it won the People’s Choice category at the Solutions Awards. It was a good addition to a CV and a small step towards her great dream: to change the world with her design.

“What I want most of all is to work with brands that really make a difference and improve the planet. I think that doing good and helping the environment is the big dream of many designers.”


Florence Wilson’s take on the UK brand Marmite.

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