Photographer Randal Ford wanted to share the stunning images he created for L.L.Bean’s 100th Anniversary. We delivered a vintage Americana piece that had true utility.
To quickly signal that the promotion would be driven by useful parts, we designed a Scout Book as travel journal with advice for documenting road trips on film.
We also designed a set of vintage postcards that highlight Maine’s Acadia National Park, where Randal’s L.L.Bean images were captured. We added period typography and printed them on Neenah Classic Linen stock to give them a textured and warm look.
“I’m grateful to The Butler Bros who’ve been mentors and friends to me over the past 10 years. Best part—I had a creative director at one of the biggest shops in the U.S. call me direct and say this was one of the most inspired pieces he’s received in years.”
— Randal Ford, Photographer
The mailing was packaged in a Kraft stay-flat mailer and sealed with a custom-made red tape inspired by the traditional washi tape used in the days of yore. In the end, the piece was beautiful and useful and not something that wound up in wastebaskets. All of which furthered its promotional impact.