Ling Design is on the verge of launching a standalone brand – The Curious Inksmith – targeted at millennials, designed by millennials.
The new Curious Inksmith greeting card brand debuts at Spring Fair (Feb 4-8, NEC) with a collection of 48 everyday cards featuring bold, contemporary designs, created with a younger audience in mind than the cards in the publisher’s main Ling Design, Talking Pictures and Rainbow collections are targeted.
Many of the publisher’s design team behind Curious Inksmith are millennials themselves, so they know what this audience wants. “Having undertaken research into the tastes and expectations of millenials, our design team was given complete freedom to create designs that would chime with this important consumer group,” Amelia Strawson, marketing manager of Ling Design to PG Buzz. “Our research highlighted that millennials still want a beautiful card, but a simpler design that feels unique and special. Something they could share on Instagram was also a consideration.”
The designs are mostly based on hand-painted artwork often with a quirky caption, with an understated ‘no fuss’ approach to embellishments.
“Everyone here has really got behind the brand, working all hours, to create the kind of cards you would like to share on Instagram – and so this range should enable our customers to attract more young consumers in store.”
The Curious Inksmith is the 6th standalone brand within the Ling portfolio. It joins Ling Design, Talking Pictures, Velvet Olive, Rainbow and on giftwrappings, Penny Kennedy thereby covering all tastes, from contemporary and edgy to traditional.
Curious Inksmith will be on show on Ling Design’s stand at Spring Fair Hall 3-3A Stand Q18-R21.