Pick of the Papers: Inside Gmund Applied

Visually startling, ingeniously constructed and irresistibly tactile, each instalment is the result of a creative collaboration with the inspired designers of Brighton-based Studio Makgill. Their latest production is Gmund Applied, an exploration of seven unique papers from Gmund’s paper mill in Bavaria, which produces an astonishing range of stocks using an original machine first switched on in 1883.  From the hop-flecked Bier range and eco-friendly Heidi to the gold-tinged Treasury and the eye-popping vibrance of Action, Gmund makes papers that are gorgeous to look at, amazing to touch and definitely worth talking about.

We caught up with Studio Makgill’s founder Hamish Makgill and G. F Smith’s Marketing Production Manager Jo Pitts for the inside track on making Gmund Applied…

Hamish Makgill The Applied Series is designed to allow G . F Smith to focus on specific areas within The Collection. This means that they can be agile and respond to current trends and demands in the market – something that the main collection swatch can't do. So far, we have created a promotion for a selection of papers from their Specials section, one for different processes, one of papers for their greetings market and another that showcases paper that works well with HP Indigo digital printing technology.

Gmund Applied is a carefully curated collection of seven Gmund papers – one from each range – sequenced together as a gatefold book. Through the minimal use of graphics, we have demonstrated a single process on the front of each page.

Jo Pitts It was important to harness our very special relationship with Gmund and give them the best platform we possibly could in the UK for designers to fully appreciate their product for use in creative work and packaging.

JP The exacting execution, innovation, thought and attention to detail that goes into making all their papers is just astounding. Their collection of papers has such an intriguing beauty and variety. The heritage that surrounds this Bavarian family-run paper mill also shares similar values to the vision of George Frederick Smith and this pioneering spirit is evident in Florian Kohler and Gmund today.  

HM Their ranges are very distinct. From the Action range to the Cotton range, each one is full of character. After visiting the mill it also became obvious how inventive they are. They make their papers with a wonderful combination of tradition and innovation. 

JP The general brief was that the piece must include one sheet from every Gmund paper in our range and also include the new additions of Urban, Cotton and Heidi. The rest was an open brief for Studio Makgill to consider! It was Hamish who suggested it was time to try a different approach in format and function for the next in the Applied Series. We truly love the end result and are very proud to present it to our customers. 

JP A much bigger visibility of the Gmund products we sell and, hopefully, to impress our creative audience with yet another stunning G . F Smith promotion, which further enhances our message that everything we produce is delivered with passion and beautiful design, allowing our papers to simply speak for themselves.

HM Gmund Applied is designed to inspire designers to explore the seven ranges further. The book only has one shade from each, so there is plenty more to consider. We also hope the combination of processes with the papers will give birth to some new ideas once it has been seen. I guess the challenge is that these promotions go to the best graphic design agencies in the UK. Knowing that the work we produce is going to be scrutinised by them really keeps us on our toes.

JP The design works front to back and back to front! Also the incredible tactility of the piece is equally as beautiful as the design.

HM The format reads in two directions. Once you have reached the last page, the book opens out to be read in the other direction with the back of the sheets giving key information about the range. It also offers a chance to tear off a swatch of each paper while ensuring the promotion remains intact. The previous formats have been distinctive in their complex use of die-cuts. For this new format we wanted to really celebrate the paper and so we made a format that is much more book-like. It also allows for a greater distinction between the functional text and the more visual process on the front of the pages.

HM This project has been about four months in the making. I think we had explored two orthree formats before we settled on this one. We initially created a number of dummies in the studio. When we were happy with the format we started working with papers from the Gmund ranges until we had a selection that worked really well as a set.

Benwells (who produced the final piece) then came into the studio and we discussed the format and processes we wanted to explore. Apart from having to exclude engraving as one of the processes because the sheet size was too large, the design didn't change at all from its initial conception. 

HM G . F Smith, like Gmund, is a business that respects tradition and innovation in equal amounts. They understand the need for and power of design and they are not afraid to put that at the heart of their business. They really value our input and treat us as part of their team. They are a real pleasure to work with.

JP Studio Makgill really appreciate that our promotions can’t be over-designed and the beauty of the paper needs to be at the heart of everything we do. Hamish is also particularly obsessive with the way things are engineered, so his aesthetic, paired with an astounding ability to solve design problems, is perfect for our Applied Series. From a personal perspective, the SM team are a dream to work with, and also have a great relationship with [branding agency] Made Thought so it works brilliantly well for G . F Smith.

JP The cover of Gmund Applied uses Bier Weizen coupled with the fluoro yellow foil, and that has probably now superseded my previous favourites. However, I think the Gmund Action range is one of the most exciting and unique papers I’ve ever come across so if I had free reign to design anything with any paper I couldn’t resist throwing some Electric Blood or Pastel Heart Attack in there somewhere!