Choose Wisely - Don't!
Kris Demey from Paardekracht tells us about his design:
Gmund Cotton has this classic feel and image of 'fancy wedding print work', which it is. But it can be so much more. It is refreshing to look for the opposite of what is expected when choosing paper for a new project. You could do this for, by example, a wild and funky invitation. You could combine a classic paper with foil printing and a lasercut. To me, that is what Choose Wisely is all about: pushing beyond your initial ideas and perceptions.
This mailing represents that vision by spotlighting a number of do's (obey, follow, wear, floss, etc.) which are enfeebled by the big card that tells you the opposite: Don't . The lasercut literally emphasizes the message of braking the cliché, think outside of the box,...
Choose wisely and surprise your audience with something unexpected.