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Paper Rose Collaborates With Lucy Ledger On The Relaunch Of Avocado Designs

Paper Rose has relaunched Avocado Designs, taking it back to its roots as an exquisitely pretty, feminine, finely finished greeting card brand in square format.

Lucy Ledger, founder of the eponymous card business (and experienced website and brand developer) has collaborated in the Avocado relaunch, by creating ranges of Christmas and occasions & relations designs as well as having an input on the new website and how the brand was presented on Paper Rose’s stand at Spring Fair.

Above: Part of the Paper Rose stand at Spring Fair was dedicated to Avocado Designs.
Above: Part of the Paper Rose stand at Spring Fair was dedicated to Avocado Designs.
Above: Some of the Vintage by Lucy designs from Avocado Designs.
Above: Some of the Vintage by Lucy designs from Avocado Designs.

The relaunch comes many years after Paper Rose acquired Avocado Designs, previously a stand-alone publisher.

Commenting on the new Avocado Designs’ portfolio, which comprises five different strands (Vintage by Lucy, Jasmine, Claire Tupper, Word for Word  and Florali) Reggie Pugh, creative director of Paper Rose told PG Buzz: “We are so excited about the relaunch of Avocado Designs, we are very much art-driven with a focus on beautiful finishes and exquisite detailing. Along with our studio creatives we strongly believe in promoting and supporting artists and love working on collaborative projects with extremely talented individuals.”

Above: Paper Rose’s Reggie Pugh (right) and Philippa Phipps on the stand at the Spring Fair.
Above: Paper Rose’s Reggie Pugh (right) and Philippa Phipps on the stand at the Spring Fair.

Lucy reveals that it was a conversation at last June’s PG Live exhibition that led to the collaboration.

“The Paper Rose team were interested in my vintage ephemera range, the designs of which are all inspired and based on actual antique cards that are from an album of that was given to me by my grandmother that belonged to her great aunt.”

As well as continuing to run her own card company, Lucy has created a collection of 22 Christmas and seven relation and occasion designs as part of the Avocado new look.

Knowing that I was a brand and web designer Reggie asked if I’d would like to collaborate on their Avocado brand which I of course said yes straight away! We developed a new concept, new website and stand design for Spring Fair. It was such a lovely opportunity and brief – and as I’d worked with the team for while I really got which direction they wanted to go in,” said Lucy.

Above: The front cover of the new Avocado Designs’ catalogue.
Above: The front cover of the new Avocado Designs’ catalogue.

As to how she sought to differentiate the Avocado designs from her own company’s cards, Lucy said:My vintage ephemera ranges were always popular but I could never give them the finish they deserved. The Paper Rose team really got this and developed some absolutely beautiful finishes. I can now see these cards exactly how I envisioned them, which is really amazing. They are so precious they remind me of the detail in the original cards in my book. The finishes on the occasions cards includes gold foil, embossing and hand finishing with delicate crystals and a mother of pearl button. They are truly special.”

* Lucy Ledger is heading up a Creative Business Masterclass for designers and budding publishers at the V&A on Saturday 2nd March. Speakers include agent include Ian Bradley, retail expert Henri Davis and the GA’s Sarah Ward. Tickets cost £74-£92. To book tickets go to www.vam.ac.uk/shop/whatson/index/view/id/9918

Top: Lucy Ledger on her own stand at Spring Fair. She has also collaborated with Paper Rose on Avocado.

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