Mohawk Packaging—Paper Meets Purpose

To showcase Mohawk’s new line of packaging papers, the team set out to demonstrate more than substrate quality. They wanted to show how material choices can shape a brand’s message. Paper can be a storytelling device, and that idea became the foundation of this promotion: Paper Meets Purpose. To illustrate how paper selections can transform brand expression across industries, we created two distinct concepts.

Hartford, a slow-crafted bitters brand featuring an orange-loving oriole mascot, uses natural fiber and specialty textured papers inspired by the look and feel of an orange, reinforcing the sensory qualities of small-batch craft bitters.

Sunsalt, a sun-loving skincare line, pairs a beach-washed palette, soft watercolor illustrations, and micro-embossed textures reminiscent of sand to evoke sun, surf, and a day at the beach.

Together, they show how color, texture, and finish are not simply packaging choices. They are narrative ones.