Crane & Co., famous for their 100% cotton papers, introduced this campaign for a new, 25% cotton paper of the highest standard.

The message “Less is more”, expressed typographically in words and mathematical symbols, is at the center of this comprehensive launch. Mailers, a swatchbook, sample kits, folders and promotional materials were designed with great variety, to demonstrate that the lower cotton content of the new paper did not represent a reduction of quality, but rather an increase of choices and possibilities for today’s designers.

The project included conceiving the name "Crane's Choice" and the tagline "25% Cotton, 100% Crane".