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The Domtar collection of paper products has been trusted by designers and printers alike for over 25 years. Their top tier line, Cougar, already possessed strong brand recognition — but the impressively performing Lynx® Opaque Ultra line was in need of a brighter spotlight. Domtar approached Pivot to design their latest promo with the direction to evolve the Lynx brand and create a one-of-kind piece.
Using unexpected imagery and a wide range of printing techniques, our design highlighted the paper line’s key attributes and demonstrated the numerous exciting and inspiring ideas that become possible on Lynx.
The resulting piece, Explore Lynx, invited curiosity and creatively displayed the many uses for the line — demonstrating that a paper could be hard-working while simultaneously achieving beautiful results. Comments from target audience members included the zip strip demonstrating paper quality and strength and the narrative providing a fresh take on the Lynx brand.