In the December 182 Issue of Computer Arts Magazine I scored a calendar that showcases astounding work from new designers and illustrators for 2011. For the month of January low and behold I stumbled upon artist Toby Edwards a graphic designer from London. The spread for the month of January is what is shown above, a showcase for Fedrigoni, a widely known paper company which is represented in, you guessed it paper.
The installation featured above was in response to a YCN brief, where the goal was the promotion of the Fedrigoni Showroom to designers in order to get a better understanding of the paper stocks that Fedrigoni produces. The event itself had a “Tea & Biscuits” theme and Toby wanted to encourage other designers to feel at home, so he handcrafted a giant teapot installation to showcase a wide range of Fedrigoni paper stock. The ‘Tea & Biscuits’ identity was inspired by the the shape of old buiscuit tins circa 1930. The paper installation pieces are built up from the same decagon-shaped base.
THE INVITATION
The event invitation consists of a polaroid style photograph of the exhibition together with a branded teabag inside a custom envelope.
THE EVENT GIVEAWAY
Visitors to the showroom would have the opportunity to fill a paper Fedrigoni mug with different samples to take away with them.
All in all a well done campaign to showcase Fedrigoni Paper. To see more of Toby Edwards work you can visit tobyedwards.co.uk.
images via Toby Edwards
