75 BUSINESS set out to be a paper artist. But he fell in love with the material. He knows the ins and outs of it. He’s been very inquisitive in that. And he knows how to adapt it and mould it to best suit his sense of creativity and the brands he works with.” For a papercraft savant like Nathan, this meant the partnership with James Cropper made all the sense in the world. “Part of the story for me is building that understanding of where things come from,” he says. “It’s part of understanding how something works, so you can do more with it. With James Cropper paper, it’s made in the UK, it’s from the Lake District, and that really resonates with me and the clients I’m working with. They want to see the full story of that material journey coming through.” DIGITAL DEFIANCE Like every industry, paper has had its ups and downs throughout the decades. The key for companies like James Cropper is to take action to minimise the downs and maximise the ups. “A few years ago, we were seeing a dip that the industry wasn’t really understanding because the paper world can be very prescriptive,” explains Jordan. “It wasn’t seen as the responsibility of the paper manufacturer to showcase what the material is capable of. I think there’s been a big shift in that mindset. Today, everything is about how far we can push it.” There are few more powerful demonstrations of this than the Message in a Wrap project. This two-year project celebrated the moulded fibre wrap James Cropper produced in collaboration with Bruichladdich whisky. In it, Nathan and James Cropper worked together to craft a stunning 3D diorama depicting James Cropper’s iconic Burneside mill alongside the picturesque Bruichladdich distillery, capturing the scene in paper and moulded fibre. “It’s almost a defiant statement in the digital era,” adds Jordan. “Papers are a beautiful representation of something tactile. That’s what people connect to.” Nathan expands on this idea of connection, highlighting the universality of paper. “It’s familiar,” he explains. “We’ve all tried making a paper aeroplane or something. And when you see that same basic concept elevated, people think ‘wow’. But it’s still accessible. “It’s quite easy and inexpensive to get hold of paper in the UK, so anyone can play and experiment with it. And that’s a good testing ground for later in life, at university or art school. You can push off from it into all kinds of areas of creativity.” CRAFTING THE FUTURE The obvious question is, where does Nathan see the industry ‘pushing off’ from today? And, perhaps more importantly, where will it go next? “For me, it’s the marriage of technology and paper,” he says. “I don’t think the tactile quality is necessarily a rejection of digital technology. That technology is how you innovate and push paper into new places. “With the machinery I use, it involves using 3D rendering software to model out shapes. That’s opened so many doors for me, because when I first started, I was doing everything with a protractor and a ruler! So now, to be able to get 3D concepts signed off before I go to make something is fantastic. “I think people are always looking for something different. I’ve been reading a really good book recently called Craftland, which talks about a renaissance in crafts and how we can preserve crafts in the UK. Culturally I think that appetite for craft is growing.” Jordan adds that this commitment to craftsmanship is what continues to drive James Cropper, 180 years after it was founded. “I think everyone prefers a gift with sentiment behind it, that someone has put a lot of time and effort into, versus something bought off the shelf. And I think a lot of the people that will choose to continue to do business with James Cropper will do so because they know that every sheet of paper is made by really good people that are pouring their hearts and souls into producing it.” AN UNMISSABLE SHOWCASE The partnership itself is testament to the value of trade shows like London Packaging Week, explains Jordan. “I’d never met Nathan before the Independent Paper Show. He stood and waited a good half an hour for me to finish talking to people because he said he loves all things paper, but he specifically loved one of our James Cropper products. When you reach out and ask questions, and see what value you can add at a show, you can bring your ideas to life. Regardless of how many ‘nos’ you might get, reaching out to the right person can become a ‘yes’, and what you can create as a result of that can be totally unique.”
RkJQdWJsaXNoZXIy MTA0NTE=