Seesaw Studio creates fictional hotel brand to showcase Fedrigoni paper stocks

Paper merchants face a persistent challenge: how do you make substrate selection feel as compelling as the final printed piece? For Spicers, the answer came through an ambitious creative partnership with Melbourne-based Seesaw Studio, who transformed a standard paper promotion into an immersive brand world. The Vellum, a fictional luxury boutique hotel, serves as the vehicle for showcasing six distinct Fedrigoni Specialties paper stocks through meticulously crafted touchpoints that blur the line between promotional material and genuine hospitality branding. “We wanted to go beyond simply showcasing a series of beautiful, varied paper stocks; we wanted to create a brand and narrative that celebrates Fedrigoni while respecting their vision for elevating creativity,” explains Lead Designer Merren Spink. The hotel concept provided the perfect storytelling container, where every printed interaction – from menus and room keys to signage and in-room stationery – becomes an opportunity to demonstrate how premium paper stocks elevate design execution. The creative strategy draws deeply from the historical significance of vellum as a material steeped in craft and prestige. Rather than creating a superficial luxury aesthetic, Seesaw invested substantial research into authentic boutique hotel branding, studying how premium hospitality brands construct narrative and use print to reinforce atmosphere. This grounding in real-world insight allowed them to create a fictional brand that feels entirely believable.