Fresh Thinking Paper Ideas – March 2025

The latest creative and effective uses of paper-based materials, from packaging that expands the mind to pasta boxes that double as subway tickets, we bring you the best uses of print and paper.

Brain Food

Following a drop in the number of Italians reading for pleasure, one of Italy’s biggest supermarket chains, Bennet, has transformed the packaging for some of its brands to include passages from celebrated novels by authors such as JD Salinger and Haruki Murakami. Italians who pop out for a carton of milk, box of tea or pack of biscotti can also get a short excerpt from classics such as Madame Bovary. As well as the new packaging, the retailer has also expanded its in-store book selection to include a broader range of classics and contemporary bestsellers. “True wellbeing lies in the balance of every aspect of the person, from body to mind,” the supermarket’s website states. “And we know how essential reading is to nourish our brain.”

Sweet Treats

Chances are that your Christmas chocolates are all gone by now, but if you were lucky, you will have received a tub of Quality Street made from paper. With 200,000 distributed through Tesco stores in December, the seasonal favourite is continuing a journey of sustainability that began with individual sweets being wrapped in paper in 2022. Fully recyclable, the new paper tub is made using 100% virgin fibre corrugated cardboard to meet food safety requirements and ensure the taste of the product isn’t affected by the packaging. “The beautiful design has been devised specifically for a paper product and we love how it looks,” said Jemma Handley, Quality Street Senior Brand Manager. “And of course, shoppers can expect the same great-tasting Quality Street they know and love inside.”

Physical Humour

One of America’s top satirical news sources, The Onion, has returned to print after 11 years. The newspaper famous for such headlines as ‘Winner Didn’t Even Know It Was Pie-Eating Contest’ and ‘Dolphin Spends Amazing Vacation Swimming With Stockbroker’ has a huge online following, which its owners are hoping to replicate in print. “While America’s Finest Membership offers various additive benefits, The Onion website will remain freely available to every calloused reader who refuses to surrender their credit card information,” states the website with more than a hint of sarcasm.

Spaghetti Junction

The Italian pasta brand Barilla celebrated World Pasta Day by launching a campaign in New York that managed to blend pasta with urban travel. Titled ‘Ticket to Togetherness’, the campaign featured the distribution of boxes of spaghetti which doubled up as fully functional subway tickets that could be used to enter and exit the network. Commuters could collect a box from a dedicated stall at the Hudson Yards subway station then use it for a free journey, demonstrating Barilla’s broader message of fostering connection and togetherness through shared meals. By turning everyday packaging into a transport ticket, Barilla encouraged New Yorkers to slow down, enjoy a meal and reconnect with friends and family.

The Great Outdoors

A book released in Brazil by the confectionery brand Fruittella has been designed to encourage children to play outside by only showing its story in sunlight. The limited-edition Outside Book uses photosensitive ink to get children off their screens and outdoors, playing with friends and family. Indoors, the pages appear blank but opening the book outside reveals a series of colourful illustrations and stories. “Getting children away from screens requires something highly interactive,” explains creative director Gabriel Cartletti. “Here, sunlight is our ally.”

Read more interesting articles like the above in the latest edition of The Page here!