The “ Hill Side Brand” is a new high-end brand of tissue paper and it is a subsidiary of Sichuan Fengsheng paper industry. （The the parent company of “Hill Side Brand” — Sichuan Fengsheng Paper Industry can output value of 400 to 500 million yuan every year.)
It uses special local bamboo(Neosinocalamus Affinis Bamboo) as raw material for papermaking with the environmental protection and symbiosis as the core concept of the brand. The bamboo used in the paper making comes from the local farmers in Sichuan to harvest without using machines for large-scale logging so that it can ensure the stable income of local farmers and the regional ecological balance.
The “Hill Side Brand” hopes that through the brand which can make a concept of symbiosis of environmental protection. And it creates a lifestyle paper that is both stylish and resonant, which can cause the young consumers in first and second-tier cities in China who always pay attention to environmental protection and the life quality have more interests on it.
The brand uses the black aesthetic concept of packaging which subverts the people's understanding of the traditional packaging design of the paper.
CLIENT: Fengsheng Group
CREATIVE DIECTOR: He Zhihua/Mori Zou
DESIGNER: He Zhihua/Mori Zou/Zhang Chenjing/Tan Chao