Crane

Crane has produced paper for over 250 years. Stephen Crane established the business in 1770. Paul Revere was among Crane’s first customers, using their paper to print the first paper money for the American colonies. By 1801, Crane served as the primary producer of banknote paper for the U.S. government.

Despite the decline in demand for traditional paper products due to digitalization, the premium paper segment maintains steady demand. It commands higher price points and margins due to its high-quality products and a loyal customer base that values its tactile and aesthetic qualities. Crane – the market leader – experience eroding market share from Smythson, Montblanc, and a bevy of niche players. To fortify its market position and margin, Crane’s leadership invited COLLINS to enhance its prestige. Because of the inherent quality of their products, we focused on improving perceived value through elevation of the brand expression and packaging.

We worked closely with Crane’s teams to revitalize their brand, reboot their digital presence, developing a more relevant brand voice as well as enabling new products, artist collaborations, and customization capabilities. We committed to the classic Crane blue with a slight update – dialing up its vibrancy while showcasing Crane’s printing and engraving capabilities. The stationery box itself becomes an object of hope, never to be put in a drawer or a closet but proudly displayed on a desk, a shelf, or a coffee table. When displayed in a store and at retail locations, the larger presence of the Crane brand functions as a clear signal of where their quality products can be found.