Premier Paper has launched the first product under its own brand name, with a new range of office papers aimed at the corporate sector called Elements.


The new range is also the first to be launched since the merger last year of merchants Alliance, Asset, Guppy and Classic Paper.


The four brands in the range Earth, Fire, Air and Water will effectively replace the 17 different brand names that Premier previously offered.


For a first product we had to come up with something completely radical, said office papers director Steve Douglas.


The Elements range is inspired by the Chinese practice of Feng Shui.


Elements is perfect for the UK market, and right for our marketplace, said Douglas. On all the packaging the strapline will say what the paper does, with end-uses on the top and print guarantees on the side.


The aim is to simplify the selection choice for the paper purchaser and enable the right choice of paper for the correct end-use.


International Paper will produce Earth and Air from its Inverurie mill in Scotland and Fire and Water at its Marreasquel mill in France. Both operate to high environmental standards.


The choice of IP reflects the environmental stance of Premier Paper, which became the first UK paper merchant to attain ISO 14001 in 1998.


Story by Andy Scott