When Tembec – a Canadian forest products company and long-time Camden client – was acquired by US holding company Rayonier Advanced Materials in 2017, their paperboard product line (Kallima) was due for a brand update.
Kallima's reputation as a cost-effective coated cover and card stock manufacturer was already set, but a changing commercial landscape and Kallima’s impending entry into the packaging sector made it high time for an overhaul.
Ready to make a splash, Kallima turned to Camden to boost awareness and align the company’s brand identity with internal perceptions and industry trends.
Reach new markets
Our strategists and creatives developed a marketing strategy that would renew and strengthen the company’s brand image while also laying a solid foundation for the company's medium-term objectives.
Who is Kallima? A forward-looking, customer-oriented North American leader in 3-ply paperboard. And we would help them tell the world.
The Kallima effect
“Kallima” sounds lovely, but it’s more than a pretty name; it refers to a leaf-coloured butterfly that closes its wings to blend into its surroundings.
The company’s logo had always featured the butterfly – represented as sheets of paper in a black and bright red palette.
Our goal, as always, was to align the paper manufacturer’s imagery with emerging trends while ensuring the logo’s adaptability across channels and materials – and its longevity over the years to come.
We were already sold on the agility of that butterfly: with a few colour and design adjustments, we knew we could give it some edge. With its modern style and clean, angular lines, Kallima’s logo caught up to the company’s innovative attitude and technological expertise. Moving from sheets of paper to four triangles also aligned with Kallima’s movement into the packaging sector.
As a client-focused manufacturer of cutting-edge cover solutions, Kallima needed a slogan that would communicate both those attributes in one concise statement.
Innovative paperboard. Attentive people.
These two word pairs weave beautifully together through the alliteration of the letter "p" in the nouns and the rhyming of the adjectives "innovative" and "attentive" to form a clear, effective slogan.
In the months that followed, Camden worked with the client to support the new logo and slogan with brochures, business cards, a swatchbook and other marketing collateral – helping an already solid B2B player communicate its value and keep pace in a competitive market.