The Verdict: Templo brings a smile to GF Smith

About the work

British paper manufacturer GF Smith turned to branding and communications agency Templo for its first rebrand in over a decade. Following an exploration of GF Smith’s people, culture, values and purpose, Templo created a bright and bold new brand identity that seeks to underline the company’s role in the modern creative landscape.

With over 135 years of heritage, Hull-based GF Smith felt it needed a rebrand that aligns with its plans for international growth and truly connects with its audience, the creative sector.

Ben Watkinson, global brand director at GF Smith, says, “We felt that our visual identity, though much loved inside and outside the company and right for GF Smith at the time, no longer reflected who we were as an organisation or as people, and that it was the right time to change, to create a new energy for the brand and, above all else, to look forward to the future.”

Noting the ‘gently radical’ spirit that runs through GF Smith, as demonstrated by its commitment to environmental and social causes, Templo aimed to encapsulate the brand within the idea: ‘GF Smith. Feel good papers’.

Keen to depart from industry norms while still connecting with a global audience, the radical and dynamic GF Smith logo is omni-directional, with its wordmark depicting a smiling face.

GF Smith Homie, a personable and versatile sans-serif typeface, supports the revised logo, while its high-contrast colour palette was directly inspired by the company’s paper collection.

Templo’s co-founder and managing director, Anoushka Rodda, adds, “By strategically engaging and listening to both internal and external voices, we uncovered the core values of humanity, optimism, creativity and community that define the GF Smith brand, as well as the gently radical spirit that animates it. The result is a vibrant brand positioning and architecture, and a new visual identity rooted in these principles, which invite audiences to discover the warmth, character and social conscience that has always been at the heart of GF Smith.”

GF Smith’s website was also redesigned with the help of technology partner Made by ON, which now aims to act as a captivating online experience where the boundaries of digital design have been pushed to the limit.

Mary Lewis, creative director, The Collaborators

Born and bred in Hull, I’ve always felt that GF Smith has been part of my creative journey and I’m proud to say that I share my roots with such a classic and iconic brand. Perhaps that’s why I’m feeling slightly uncomfortable with its new brand identity?

In a world dominated by technology and with a new generation of creatives keen to explore inventive and creative ways of combining physical and virtual worlds, I understand the need to move the brand on and make it relevant for a wider audience. I buy into the strategy and the desire to reflect a more approachable, people-centric side to the brand. I get it, I really do. As a stand-alone piece of design or for a DTC soda brand, I love the bold colours, typography and the dynamism of the animations – they’re fun.

But this is GF Smith with its 140 years of expertise. For me, the rebrand is too literal in its interpretation of the strategy. It feels rather expected, of the moment and, dare I say it, a bit gimmicky. I’d rather have seen the brand’s ‘gently radical spirit’ translated into something more avant-garde and way more iconic.

Adam Cale, design director, Thisaway

It’s no mean feat to reimagine a brand that’s not only integral to your sector but has stood strong amongst peers as an example of great design for over a decade. 

Objectively, I’d say Templo have done a fine job of creating an evocative new brand built upon a solid and charming positioning. The whole thing is well considered and executed, sprinkled with joyous touches, and clearly meets the clients perceived requirements of being more human and future facing.

But on a more subjective level, I just struggle to get to grips with the strategy of a traditional paper manufacturer feeling so digital and trend driven. I read that one of the pillars Templo defined when building the brand was ‘Why Paper?, which highlights how paper stands firm against the ephemeral nature of digital’. I just wonder if the final outcome has somewhat lost sight of this.

Rich Rhodes, executive creative director, SomeOne

A rebrand that has truly torn the design community; it's left some smiling, some in tears and others enraged.

The keyboard warriors have had a field day on the execution, so what I will do is commend the bravery of the agency and brand. It would've been easy to make a little tweak, but this is a full-on, fundamental handbrake turn. And with so much doom and gloom in the world, who are we to deny a little bit of optimism? A smattering of bright colours. A dollop of bold typography. A little smile in the mind. This will definitely brighten up any paper purchasing activity.

That being said, with such a high quality product (and associated high cost) I do question whether the new look and feel can deliver the premiumness that is expected. Will it work? Only time will tell.

Adam Concar, executive creative director, Rbl Brand Agency

From a design point of view there’s much to love in this rebrand. They’ve found innovative ways to inject personality and communicate some of the key traits of the product. The flexible identity matches the versatility of the product, and the bold feel reflects their authentic leadership position. From a strategy point of view, they have worked hard to connect with a new generation of designers, working in a new vernacular, and cleverly shifted capital from the product to the brand through commitment to community, creativity and colour.

It’s an innovative execution of a bold strategy. This ‘radical’ shift is a big swing and an even bigger gamble. If they hit, and connect with a new audience on an emotional level, there is much to be won. If they miss, there is much to be lost.

Do the new generation of designers want their paper brand to be aspirational or characterful, timeless or trendy, a beautiful voice or a powerful song?

An old friend doesn’t seem convinced, simply stating, “I’ve got samples arriving direct to a client this week, clearly going to turn up plastered in this new look, I’m not happy.” 

Let’s hope the next generation feel differently.

This article was taken from Transform magazine Q2, 2025. You can subscribe to the print edition here.