It should be a familiar story by now. The parent company of a B2B Business that sells envelopes and paper stock in bulk wants to play in the online retail space, but doesn't know where to start.
Western States Envelopes is a large commercial distributor of envelopes and paper products, and mainly sold to Big Box Stores. They also had the facilities for commercial printing. After seeing the success of other online printer and envelopes providers, they decided to put their hat in the ring.
They didn't want to step on the toes of any of their current business partners, so they wanted to build a new brand from the ground up with a humanist and environmental message. Furthermore, they didn't have a distribution strategy. They were used to fulfilling orders of 500,000 products, not 50. Lastly, they didn't have any product photography, instead relying on technical illustrations which were mainly used in printing production.
Fourfold had a massive catalog of very similar looking products that their old technical illustrations couldn't visually articulate. After nearly 800 products that needed to be shot in studio, Fourfold now has a full color catalog of every one of their products to be sold online and to their retail partners. Also, I now know more about envelopes than anyone ever should.
Paper products sometimes bare the stigma of being wasteful and not environmentally friendly. WSEL's product line was made from a sustainable tree source, and the market research found that people cared as much about sustainability as they did price. The brand focused both on the people who use envelopes, and the sustainable way they were made.
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