A decade after it commenced business as the sole agent in Sri Lanka for the European heritage fine paper brand Conqueror, Papyrus Papers (Pvt) Ltd., has adopted a vibrant new logo that the company says will be the visual catalyst to a new phase of growth and expansion.
Celebrating its 10th anniversary in June 2012, the company will use the milestone as the launching pad for taking its business beyond paper to allied sectors and has modified the stylised Black and Gold curled page logo that was its emblem into a bold P that incorporates elements of the old logo.
The new logo can be seamlessly extended and integrated to represent new entities expected to be born under the Papyrus identity, while retaining visual recognition of and the connection with the brand that has become inextricably synonymous in Sri Lanka with market leadership in fine paper.
“Sales have grown four fold over the ten years despite the ups and downs of the local economy,” said Ashan Abeyesundere, CEO of Papyrus Papers. “Granted, our principal brand Conqueror enjoyed high equity in the market, but Papyrus Papers has withstood competition from many good paper brands to build Conqueror’s market share in Sri Lanka to 70 per cent.”
He said Papyrus Papers now carries more than 300 stock keeping units (SKUs) in the paper category, representing its flagship brand Conqueror, 11 other fine paper brands from Arjo Wiggins, the company that owns the Conqueror brand, and products from two other suppliers.
This achievement, and the strong links that the company has built over the decade with users of fine paper such as designers, production agencies, end-user corporates and printers, has positioned Papyrus Papers on the cusp of logical diversification, Mr. Abeyesundere said.
“The new logo offers the possibility of multiple permutations of one logo to capture the diversity we expect, while consolidating the strength of the parent brand,” he said.
Papyrus Papers Director Michelle Abeyesundere said: “We are encouraged by the possibilities ahead of us. New technology and new concepts in visual expression are challenging designers and product suppliers to meet a new paradigm in creativity, flexibility and speed. While our fine paper products from Arjo Wiggins led by the Conqueror brand will continue to be our staple offering, ancillary products and services will add a new dimension to Papyrus in the months and years ahead.”
The company’s principal supplier Arjo Wiggins is the world’s leading manufacturer of creative and technical paper, with 25 production facilities around the world and operations in Europe, North America, Latin America and Asia. Arjo Wiggins’ sales topped € 1.5 billion in 2011.
Photo Caption: The old logo (left) and the new