Steeped in history, Fabriano has famously been making paper in Italy for more than 750 years. The company makes papers for art and drawing, for professionals in the fine arts – including printmaking and conservation papers – plus many products for schools, hobbies and crafts and high-end stationery. The name Fabriano is well known in its homeland, Italy, and worldwide, with a presence in more than 100 countries, and it has ambitions to strengthen its presence in Asia and the US. Managing director Jacques Joly believes it is essential that Fabriano remains a brand of ‘excellence and innovation’ that makes the most of its Italian roots.
‘We wish to continue our expansion worldwide in fine art and writing,’ he says, ‘to give artists, professionals and amateurs the best papers for expression.’ Fabriano’s redesigned logo, website, social media presence, approach to packaging design and general ‘positioning’ are therefore essential to this expansion, as the company celebrates its twentieth year as part of the Fedrigoni group.
The brand has a close bond with the art world – from the historical masters who have used its products, to contemporary practitioners who continue to explore its range of papers. Within the education sector, too, Fabriano remains a familiar name with teachers and students. Many of its products are part and parcel of Italian life, such as the F2 and F4 pads. ‘They are in almost every school bag!’ says marketing director Noémie de Ghellinck.
This year, Fabriano is also partnering with Italy’s Education Ministry for the Biennale of the Art High Schools. ‘We want to reinforce our relationship with art teachers, to be a partner to develop art, to teach students how to use paper,’ Joly explains. ‘We want to make art accessible to everyone, but at the same time ensure quality and value for money.’
Fabriano is also reaching out beyond education and the creative sector to the general public, selling stationery, notebooks and many other paper products through museum shops and its own distribution network, which makes it possible for international audiences to have a literally hands-on experience with Fabriano papers. ‘The goal is to make people familiar with Fabriano, to touch and talk about paper, in London, Berlin, Rome and all over the world,’ says Joly.