New initiative launched to promote creative brand packaging
The AIPIA has launched a new initiative which aims to promote packaging to brands as a vital consumer engagement tool
James Cropper partnered with paper artist Nathan Ward to create a 3D paper diorama made to promote premium whisky distillery, Bruichladdich
Paper and packaging manufacturer, James Cropper, has partnered with paper artist Nathan Ward on a new project titled ‘Message in a Wrap’.
The project, which coincides with James Cropper’s 180th anniversary, was designed to highlight James Cropper’s recent partnership with premium whisky distillery, Bruichladdich, on an award-winning bottle wrap made from its 100% renewable Moulded Fibre material.
Last year, James Cropper partnered with the whisky brand to introduce its Luxury Redefined packaging range with a ‘fully sustainable’ bottle outer wrap.
For the collaboration, Nathan Ward, an award-winning artist specialising in papercraft, created a 3D diorama made entirely with material made from Moulded Fibre pulp.
The project represents Bruichladdich’s Isle of Islay distillery alongside James Cropper’s historic Burneside mill, with elements such as clouds, trees, houses, and a bridge all crafted from Moulded Fibre and paper.
The entire diorama is encased inside an enlarged Moulded Fibre wrap for a Bruichladdich bottle.
Elements of the bottle wrap such as lettering were incorporated into parts of the design, including on the leaves of the trees.
Speaking of the project, Jordan Scott, marketing communications manager at James Cropper, says: “There’s a compelling parallel between whisky-making and paper production, as both processes delicately transform raw materials into something more elegant and refined.
“It’s what made this beautiful project possible, demonstrating the power of two businesses with similar values coming together. We flipped the use of paper and Moulded Fibre to recreate a Moulded Fibre product using paper handsheets, but inside is an inspiring message delivered through Nathan’s artwork.”
Ward’s previous collaborations include companies such as GF Smith, Penguin Books, Antalis, and Santander.
Speaking in a video release about the Bruichladdich project, Ward says: “I think paper art is inherently sustainable. A lot of what I’m doing is filling a place where plastic would have been used, and I think design teams and brands are now opting to use paper art options in display products because it’s better for the environment and it emulates a better feel for their brand.”
You can read more about Ward’s company and previous work in this special article from 2024.
