Work November 20, 2019

International Paper Global Cellulose Fibers Unveils Award-Winning Brand Refresh and Web Design


International Paper Global Cellulose Fibers (IPGCF) is one of the world’s leading providers of pulp. Manufacturers use IPGCF pulp for a variety of consumer goods that people depend on every day. These products include diapers, tissue, and other personal hygiene products.

Recently, inferno helped with a brand refresh and web design. Our goal was to provide a framework for sharing their story in a more accessible way.

Creating visibility for a product that touches millions of lives every day.

International Paper is well known in the paper and pulp industry. But many consumers may be unaware how many daily necessities depend on IPGCF pulp. And manufacturers didn’t always know how IPGCF differed from the competition.

Part of the problem was a lack of visibility. IPGCF got lost among all the other divisions at International Paper – and the competition. We needed to establish a voice and visual identity that could tie into the existing International Paper branding. But the brand refresh also had to give IPGCF a look and feel that was all its own.

We helped develop a positioning guide for telling their brand story consistently, highlighting what sets their products apart:

  • Safer products that consumers trust.
  • New innovations.
  • Expanded research and design capabilities.
  • Continuous growth.
  • Regional support.
  • Unmatched sustainability efforts.

Bringing the brand to life.

IPGCF fiber innovations bring comfort, dignity, and confidence to people around the world. A new tagline was created to reflect this mission—“Caring for every life we touch is the fiber that unites us™.”

It’s fitting that the new tagline debuted at trade shows on opposite sides of the globe. Graphics at IDEA19 in Miami, FL and CIDPEX in Wuhan, China both featured the tagline and brand refresh.

The brand refresh also provides a new visual style. Photos feature consumers who use products manufactured with IPGCF pulp. There is no need to show the pulp or products. Highlighting the individuals shows how IPGCF products touch countless lives, every day.

We knew the IPGCF brand refresh would also need to follow International Paper brand guidelines. That’s why we carried through some design elements that are in alignment with the overall company brand.

The result is a new look and feel that belongs solely to IPGCF, but still ties in with the overall International Paper brand.


A website that’s as easy to use as the end product. 

Consumers don’t have to think too hard about how to find their personal hygiene products. Our goal with the experience was to make it just as easy for manufacturers to find the right pulp.

The web design features two navigation options: product categories (e.g. absorbents, papergrade, and specialty) or product application (e.g. baby care, tissues, etc.). Finding the right pulp only takes a few clicks, and customers can easily download sales sheets or watch a video about each product.

On the website, we also took the opportunity to tell more of the IPGCF story — with a whole page devoted to their sustainability efforts. The result is an award-winning web design that’s easy to navigate for both manufacturers and end consumers.

Take a look.

Perfect your positioning. Grow your markets. Shorten your sales cycle. We’re ready to help you find the right solution to your toughest go-to-market challenges.

Let’s talk.


©2018-2019 International Paper Company. All rights reserved. Used with permission. International Paper Company is not affiliated, nor endorses, this message.