Cougar Premium Paper

With Purpose

Cougar Premium Paper

With purpose

Behind every great brand, there’s a purpose. A vision that it stands for more. It’s what makes them special, and it’s what drives the creative minds behind them. In an effort to embolden these creators and fuel their purpose, Domtar came to Mode to position Cougar Premium Papers as a trusted, inspirational resource in the creative process.

Art & Culture

Branding
Packaging
Digital
Environment

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Inspiring Intentionally

Creatives take on the challenge of crafting unique ideas for brands day after day. It’s a constant, ever-evolving process that takes many forms. Paper holds incredible possibilities, and there’s nothing quite like the tactile, personal feeling it can evoke. Working with Domtar, we set out to remind creatives of the vast array of opportunities with Cougar premium papers through a multi-year campaign we called w/Purpose. The campaign celebrates the choices creatives make every day bringing brands to life – the details that are passionately considered and thoughtfully crafted.

Activating creatively

While the w/Purpose campaign targeted several industries, we introduced it through a promotional piece first focused on retail. We created a fictional apparel brand called Mantra to serve as the backdrop of our concepts. The name built on w/Purpose as a term used to express a belief, an intention, a rallying cry. For the Mantra brand mark, we illustrated a Cougar, further strengthening the connection between the fictitious retail brand and the paper line. We then developed a comprehensive system of collateral, each piece demonstrating the range and qualities of Cougar premium papers while inspiring our audiences with exciting possibilities for their own projects.

Services

Brand Development
Creative Development
Integrated Campaigns
Print and Packaging
In-House Production

Art & Culture

Branding
Packaging
Digital
Environment

The w/Purpose campaign is a celebration of intentionality, a concept we realized through brand storytelling as well as carefully considered printing techniques.

Precise Print Details

In print production, our goal was to highlight the luxurious quality of the sheet and showcase its unique capabilities through thoughtful printing techniques and applications.

Precise Print Details

In print production, our goal was to highlight the luxurious quality of the sheet and showcase its unique capabilities through thoughtful printing techniques and applications.

A Paper Showcase

Materials demonstrated the vast array of Cougar’s offering, from paper weights and finishes that ensured functional performance, to sophisticated techniques like foil stamping and letterpress.

A Paper Showcase

Materials demonstrated the vast array of Cougar’s offering, from paper weights and finishes that ensured functional performance, to sophisticated techniques like foil stamping and letterpress.

Our goal was to position Cougar premium paper as a true partner to creative professionals. Because, like their audience, everything Domtar does is w/Purpose.

Illustrating Possibilities

Custom Mantra t-shirts were printedto generate excitement and engage creatives in the campaign.

Illustrating Possibilities

Custom Mantra t-shirts were printedto generate excitement and engage creatives in the campaign.