The brief called for a revitalisation of the visibly ageing identity of the paper merchant K.W. Doggett. The identity needed to inject youth into the brand without losing the lightheartedness of the company's current strategy.

The new visual identity was designed around a bespoke typeface that could be used for titling and the logotype. The 'Fine Paper' mark is an updated reference to the paper seals and watermarks of the past which could then be applied as a design element across printed material. Finally, the wash in the background is a photograph of a sheet of paper from Doggetts stocks.

Two print advertisements were also created as an extension of an idea already in use by the company in some of their sample packs; which created a metaphor between different styles of shoes and different styles of paper.