The work of Rich Artze
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Folds

Folds rolling papers brand and visual identity.

Experience the perfect blend of quality and convenience with Folds rolling papers. Engineered for a smooth and even burn, simplicity has found its sophistication.

FOLDS

Branding + Marketing Strategy + Visual Identity + Copywriting + Packaging Design + Merch + Illustrations

The beauty and sophistication lie in its simplicity. Folds rolling papers might seem like just another product for the stoner masses… but it’s so much more than that and it’s hidden in plain sight.

Folds rolling papers have a patented design in which they fold into themselves to create a mouthpiece, thus relieving the pain of finding cardboard pieces to roll as tips. Each paper has a perforated line dotted along the gumline strip for easy tearing from left or right. Once the gumline is removed from one of the sides, the paper is folded in halves into itself 4-6 times and is now ready to roll your favorite smoke.

CHALLENGE: However, this was a tough sell. It included a steep learning curve (8 steps) that urged smokers to adopt a new way of rolling their joints/cigarettes. Real estate within the packaging was a small rolling paper package no bigger than 2.5x4“.

SOLUTION: We needed to simplify the How To and include illustrations on the packaging itself on how to use the product, as well as provide a QR code for further video instructions.

One of the client’s requests was to make it feel old-timey with a gentlemen's quality. Upon further research, I crafted a story to give the brand a sense of legacy and blend the old-school product with a modern innovation of Folds. I decided to go Victorian, turn of the century within the industrialization to get “gentleman-y“ and make it seem like Big Paper squashed us (competitors) back in the day, but we’re back from the grave.

Below you’ll find the FINAL PRODUCT and the journey within my creative process.

Merchandise mockups

Bits from the Visual Identity and Marketing Strategy.

Timelapse of the many iterations that we explored on the way to the finish line.

When the client came to us, they had one product mockup and a vintage rebrand attempt.