Contra names Finesse paper brand

Contra has created the name and identity for fine paper manufacturer UPM’s advanced paper brand, Finesse, which is unveiled next week.

The consultancy has also created advertising for the brand, based around the ‘happily topical’ theme of myths and legends and incorporating handwritten script, according to Contra chief executive Antti Ohrling.

Finesse incorporates over 20 different paper grades, and each will be known by its grade number alongside the Finesse brand name.

‘Part of the brief was to establish a more formal structure to the brand’s different weights of paper in the naming process,’ Ohrling comments.

‘The series had to appeal to a professional audience, too, in a highly competitive arena,’ he adds.

The marque had to work alongside the existing UPM logo.

Contra won the work on the strength of previous work with UPM, which has its headquarters in Finland. The consultancy was appointed to UPM’s fine paper division a year ago.

The Finesse branding project is led by Contra creative director Simon Parrott.