Ledesma Nat

Branding & Packaging Ledesma faced a challenge: to produce natural paper. That is, paper produced 100% from sugarcane and not from trees, avoiding logging and deforestation. A chlorine-free paper, whose process, without chemicals, also optimizes water consumption, making rational and efficient use of natural resources. Together with the client, we developed the Ledesma NAT brand, a new brand with a different paper that, anchored in the support of a solid and established brand like Ledesma, can carve out its own place in the market, even in front of the company's own products, such as Executive or Autor, well-positioned in their segments. The identity of the ream - the packaging unit containing the papers - has a beige tone closer to nature, and features the image of a Kingfisher, a bird from the area that embodies elegance, effectiveness, and sensitivity to the environment that automatically transfers to the spirit of the brand. In addition to the Kingfisher, we developed different images of native species to expand the product line. The design needed to reflect not only the importance of caring for the planet - a global demand that requires the commitment of all companies - but also Ledesma's own vision. Its commitment to the environment is evident; we saw it firsthand when we toured some of the thousands of hectares that make up its reserve in Jujuy. Ledesma NAT is a disruptive development, not only in terms of the paper industry but also in the connection that people have with the planet and how to approach it. "More than a product, Ledesma NAT is a concept," said Marcos Uribelarrea, Director of the Paper Business at Ledesma. "Only a company like Ledesma could generate a paper with these characteristics, which goes beyond the product itself. This paper speaks of the coherence of the company, of the consistency of its vision. It is no coincidence that we see the figure of a jaguar or a Kingfisher in its designs. They are species found in both our natural reserve of 100,000 hectares and in the 75,000 hectares donated by Ledesma in the 1970s for the establishment of the Calilegua National Park." As Marcos states, the concept "is transversal to the business," and while it is a new product, just over two months after its launch, companies like Toyota, McDonald's, Honda, or Molinos Río de la Plata are already using it, in addition to advancing exports to Germany, the United States, Paraguay, and Uruguay. Beyond the disruptive nature of what it means to produce paper without logging trees, one can see, in terms of results, an extremely positive response to the products involved under this new brand. Born, according to Marcos himself, as a proposal to "change the world," at least in terms of paper.