Newspaper to New Paper

Published June 24, 2009 by Molly


No one will deny that there’s pleasure in buying stuff. Along with life and liberty, the delight of consuming unnecessary goods is one of the guiding principles of our dear country.

But there’s an equal pleasure, albeit subtler, in finding clever ways to repurpose old goods. And whether it happens by choice or necessity (or a confluence of both), we’re going to see a lot more of this in the coming decade.

A recent stellar example comes courtesy of Tokyo design firm Dentsu, who designed a wrapping paper for vegetable vendors by printing old newspapers with colorful dots and stripes. The resulting paper is an attractive, low-cost option for vendors who desire both the practical qualities of newspaper (its moisture retention keeps vegetables fresh) and the visual flair of a decorated material.

Did Dentsu’s project work? Vegetable vendors who used the printed paper saw their sales grow by 20%, and the firm won an Art Director Club award for their work. Not bad.

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