In order to showcase Mohawk’s new line of packaging papers, the team wanted to demonstrate more than just the high quality of the substrates, but also how material choices can shape a brand’s messaging. Paper can be a storytelling device, and that is the foundation of this promotion: Paper Meets Purpose. To indicate how distinct paper choices can change the expression of different industries, we created two distinct brands. 





Hartford, a slow-crafted bitters brand, complete with an orange-loving oriole mascot, uses natural fiber papers as well as special textured ones (that look and feel similar to an orange) to reinforce the physical and flavor properties of the small-batch craft bitters. 





Sunsalt, a sun-loving skincare line, uses a beach-washed color palette, soft watercolor illustrations, and a micro‑emboss texture reminiscent of sand, all echoing the same promise: sun, surf, and a day at the beach.



Each brand showcases how the material choices of color, texture, and finish of the different packaging papers aren’t just packaging decisions; they’re narrative ones.