Vela™ Brand Strategy & Identity

by L+R

Seaman Paper is the leading global manufacturer of lightweight paper packaging solutions. The company developed a paper based, curbside recyclable bag to replace polyethylene bags (polybags) and transform one of the most unknown environmentally harmful aspects of the apparel packaging supply chain. The new offering required the company to create awareness around the issue, educate consumers on the benefits of paper packaging and define the trajectory for the product’s positive environmental impact. The product had been in development for over 3 years and the organization was ready to begin solidifying customers and partners around the world.

L+R was brought on as a strategic design partner to position, name, and develop the visual brand. The objectives were to build awareness by effectively communicating the value of tissue bags and the positive effects they will have on the environment, create a brand platform and explore opportunities for more meaningful and cross-promotional initiatives and partnerships, create clear visual communication of the intended actions by consumers and develop a cohesive design system to unify the mission of the campaign.


Gold in Logos for Social Change 2020

Gold in Branding for Social Change 2020

Silver in Promotional materials for Social Change 2020

Bronze in Websites Design for Social Change 2020

Created by:

Design Director

Chris Martinie

Design Company



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Seaman Paper

Design Team

Ryan Riegner, Chris Martinie, Sharon Lee, Inyoung Kwon


Entrant Companies

Seaman Paper, US



Individual Credits

International Sales: Chris Jones, Seaman Paper
Office Manager, Asia: Sam Jones, Seaman Paper
Sales Manager, Italy + Switzerland: Barbara Da Re, Seaman Paper