Materials Matter: Brooklinen's "For Your Eyes Only" Collateral

It was obvious to Tan that materials would be a critical part of the final object. He knew that the weight, texture, and interactivity of the item would all contribute to a single moment that would make or break the piece’s success.

“In my experience, print and paper make the brand experience tangible. This tangibility also means that you can’t simply swipe it away nor archive it,” Tan said. “Being able to hold that piece of material leads to a split-second decision to engage with that piece of content, or toss it away.”

To that end, Tan designed a piece of collateral inspired by the humble office envelope. The outside container was constructed from Mohawk Carnival Deep Blue Felt 80 Cover (Expressive Collection), emblazoned in gold foil stamping with the words “For Your Eyes Only.” The envelope included a classic—and interactive—string closure. Once opened, it revealed a gatefold brochure, printed on Mohawk Via Felt Cool White 65 Cover (Sustainable Collection), and a gel eye mask that read, “Do Not Disturb.” (“That’s literally for your eyes only,” he said.)

Tan said the design team’s choice to use a string button closure was initially met with doubts, but that “We knew from the get-go that without it, we’d be compromising on user experience.” The interactive closure demanded that users slow down and interact with the unusual and interesting mechanism. Meanwhile, Mohawk Via Felt’s fabric-like texture emphasized Brooklinen’s products: high-quality textile goods. Unifying paper texture with the object’s content helped to create a cohesive message that recipients would easily understand.

Specifying materials is an exciting and scary part of the print process, no matter how experienced the designer. “Like renovating a house, you often wonder if that tile you chose would go well with your countertop, and if that would affect the color of your walls,” Tan said. “That sense of fear and trepidation never goes away! And of course, cost. Which is where Mohawk’s various tiers of materials can be very helpful.”

Tan said in spite of the challenges that can pop up when trying out innovative materials and form factors, the rewards are always worth the risk.

“I think it adds an emotional aspect to a lot of my projects,” he said. “It informs how much art and thought the designer, brand, and team put into the project. It offers glimpses of premium vs. cheap. It communicates intention. Most importantly, it inspires engagement.”

For designers who are just beginning their journey with printed materials, Tan offered some advice: “Talk to someone. Don’t be afraid to ask all the questions!” he said. “More often than not, your printers and paper reps will have much more experience you can tap. I say that because they’ve definitely worked on far more projects and have seen the good, the bad, and the ugly.” (No, we didn’t pay him to say that.)

“Paper is a medium that is inherently tricky,” Tan continued. “Combinations of different finishes, inks, effects can affect the final product in so many ways. Sometimes, in ways you don’t even anticipate until you’ve seen the final outcome. A ten minute conversation can help alleviate and remove these obstacles from the get-go—when has time ever been more productive than this?”