PG Live this week will see a new reincarnation for Wright Fine Art as it relaunches as Turnover Designs, as its new trading name, with its new focused anchored by its brand new Secret Postcard sustainable product concept.
Wright Fine Art, founded by father and son duo, Chris and Adam Wright, debuted at PG Live in 2018 in the Springboard section, with their collection of nature-inspired imagery.
“As a new publisher, we wrapped our cards in plastic and were very proud of the professional appearance of the product,” recalled Chris. “We had some success in the market as well as via online sales but in 2020 we decided to adopt a more focused approach, strengthen the company’s brand image, develop products to differentiate ourselves in this market as well as make our products as ‘green’ as possible,” added Chris.
Commitment to the environment goes hand in hand with the company’s designs. “Much of our artwork depicts nature, particularly flora, but just looking green isn’t enough. We need to be green in everything we do,” reinforced Chris.
While ‘going naked’ seemed to be the logical way forward on the green front, Chris and Adam decided to go a stage further and ditch the envelope! “I know! How could we possibly even think it?” Chris told PG Buzz. “What do envelopes actually do for greeters and recipients? Somewhere for the address to go? A way of keeping the greeting and message private until the last minute? Do they add to the suspense when opening the card? Apart from that, they are made to be thrown away, which is wasteful and unnecessary. And while designers and senders of cards might lust after beautiful envelopes, how much do we care about the envelope when we receive it? Do you put yours on display with the card? Or does it get used to write next week’s shopping list? Or, heaven forbid, end up straight in the bin?” prompts Chris.
Their Secret Postcard concept is made from natural materials, is completely recycled, simple to use, and effectively is its own envelope. The message is hidden from prying eyes, remaining a secret right up to the minute it’s opened.
Using a single sheet of card, the sender writes their message in the box, it then is folded in half so it becomes a 7×5 card, which is sealed by pressing down on a latex edge, then addressed ready to be given or posted. The recipient then pulls a tab and tears a perforation to read the message. The torn flap can then be used to support the card as a display stand.
Chris and Adam are also happy to licence the Secret Postcard format, which could be used not just for greeting cards but for all sorts of other communication purposes. To protect the intellectual property, the card format and designs have been registered with the IPO.
“Is the postcard ready to make a comeback? You bet,” says Chris confidently.
Turnover Designs will be showing at PG Live on Stand 431.
To register for PG Live 2021 just click here but retailers can just turn up on the door next Tuesday or Wednesday. The show opens at 9.30 on both days with a free Opening Night Drinks Party from 6pm-7.45pm.
The Business Design Centre is a safe, airy venue. Read about PG Live’s Covid policy by clicking here.
Top: A portion of a Turnover Designs Secret Postcard.
