29 minute read
Opinion: Diversity
The Hear And Now
Rose Ayling-Ellis competing in and ultimately winning Strictly Come Dancing not only brought immense joy to millions in awe of her dancing talents, but also gave a voice to the deaf community.
Jenny Baker, one of the founders of Out of the Box Cards was invited by PG to share how the publisher has made a commitment to reflect disability on its greeting cards as part of the industry’s progress on diversity and inclusion.
“There is no doubt about it, Rose Ayling-Ellis being on Strictly has raised a lot of awareness of those living with disabilities and like millions of others, I have experienced a real sense of awe watching her dance. When we first got together to dream up Out of the Box Cards, we said that one day we'd like to create cards that reflect disabilities.
There are 14.1 million people in the UK with disabilities, and that one word is used for a huge range of conditions, some of them are visible and some of them are hidden.
Over several months, Grace [Rae, who co-runs the card publisher] talked to people who describe themselves as disabled to find out more about their experience of buying cards or being sent cards and received some insightful responses.
Here are some of the things we heard… l One woman who uses a wheelchair said that she doesn't always see herself as disabled. She enjoys adventure and likes to push boundaries. She once abseiled down a tower and the most difficult part of the day was the journey across town to get to the tower. Sometimes the most disabling thing is other people's attitudes or the lack of inclusive planning. l There was huge respect for Paralympians, but an acknowledgement that sometimes people with disabilities are expected to be superheroes. Most are very ordinary! Other times they are seen as victims, scroungers or in need of charity. l Many people disliked 'Get Well Soon' cards. 'There's so much ‘hurrying up’ on cards, rather than the empathy of sitting with someone.' Some people with disabilities frequently spend time in hospital or at numerous doctors' appointments. They may be living with chronic illness and won't 'recover'. Those with learning difficulties have them for life. They can adapt but there is no 'getting better'. There were requests for cards that recognised getting better might be a wiggle rather than a straight line, and that enabled people to express their support for the long term. l Someone reflected that she had never been given a card when her mental health has been poor, whereas cards are common when someone is physically unwell. She talked about the hierarchy of disabilities and that representing mental illness on cards could be really difficult. A good question to ask is 'what is wellness?' She felt honoured to have touched the darkest parts of life through mental illness and had found that out of this, comes hope.
It's a challenge to translate all of this and more onto cards, but we have made a start.
For example, we were contacted by a mum whose four-year-old daughter Lily uses a powerchair. Lily had asked her why there were no cards with girls like her on them. We were delighted to create a design for her - taking on board Lily’s suggestion that there should be rocket boosters and flames coming out the back of the powerchair - that is now part of our range.
We also included Helen Keller [the American author and disability rights advocate who was blind and deaf] on a Three Wise Women Christmas card. A new card encourages people to ‘Take Your Time’ with a fabulous poem on the back by Helen Seymour (a disabled artist) about slowing down, which could be sent to someone who's coping with illness or disability. So we have made a start and have made a commitment to reflect disabilities - the visible and the hidden.”
Above: Strictly winners Rose AylingEllis and Giovanni Pernice dancing their Couples Choice which included a silent segment to raise awareness for the deaf community. Left: The Rocket Chair card design from Out of the Box Cards’ birthday range created in response to a young disabled girl’s observation. Below left: Jenny Baker (centre) with Out of the Box Cards’ team mates, Grace Rae (right) and Daisy Mojave Holland.
Above right: Helen Keller (inspirational deaf and blind activist) features alongside Mum Shirl (committed to justice for Aboriginal Australians) and Yayori Matsui (women’s rights campaigner) feature on this Out of the Box design. Right: An inclusive design for girls in Out of the Box’s portfolio.
As part of a worldwide licensing agreement with Pabuku, The Art File is launching its inaugural collection at Top Drawer. Known for its distinctive quirky designs, which combine Victorian style illustrations with a contemporary twist and a pinch of subtle humour, the first Pabuku range from The Art File comprises 20 designs, including current best sellers as well as some beautiful new designs.
The Art File 0115 850 7490 www.theartfile.com Top Drawer O48
Delightfully Delicate
Paper Raven Co is the latest range from Ricicle Cards. The charming illustrations are full of florals and delicate lettering, all of which done by hand. There are 14 cards in this range - mostly birthday cards, but with a few choice captions, such as engagement, anniversary, new baby and sympathy. All the cards are A6 in size and are paired with luxury white envelopes.
Ricicle Cards (0)7850757676 www.riciclecards.com Top Drawer Stand Q76
Super Duper Designs
Earlybird has been a busy bee, with 24 new eye-catching Super Fab designs which deliver a big colour bang! These birthday designs are all printed using neon inks enhanced by subtle embossing.
Earlybird Designs 01227 765372 Top Drawer Stand Q40
Mini Monster Fest!
Lil Monsters is the latest children’s card range from Tache. It spans 24 designs featuring illustrations of cheeky creatures and lovable dinosaurs in vibrant colours. Each card is handmade, featuring 3D elements and foiling with the range covering everyday designs as well as some occasions.Printed on FSC certified high-quality board the cards come together with patterned envelopes which have been designed specifically for the range.
Tache 01202 691435 www.tache.co.uk Top Drawer Stand J39
Conscious Creatures
Cath Tate Cards has published a new range by illustrator, muralist and collage artist, Nikki Pontin. Each card in the range is created using hand-crafted collage techniques with the 12 designs featuring a mix of wildlife and characterful creatures. All the cards are printed on 100% recycled paper and come with a recycled kraft envelope.
Cath Tate Cards 0208 671 2166 www.cathtatecards.com Top Drawer Stand O29
A Precious Perspective
ArtPress fell for the bold graphic artworks and then fell even deeper when the story about their creation unfolded. Woodism is a glimpse inside the beautiful mind of Woody, a young autistic boy. It’s a collaboration between him and his dad who has turned some of his unique phrases into linocut artworks. Woodism supports the charity Ambitious About Autism. The inaugural collection consists of eight everyday blank card designs (120 x 170mm) with an accompanying China white envelope.
ArtPress Publishing 020 7231 2923 www.art-press.co.uk Top Drawer Stand O53
Join The Fold
Introducing Happy Hour! a brand-new range of concertina-formatted funnies from Rosie Made A Thing. The smile-raising range consists of six fold-out scenes that are printed in the UK on a high-quality FSC board and come packaged in a bespoke, plastic-free, fully recyclable envelope.
Rosie Made A Thing 0116 4062000 rosiemadeathing.co.uk Top Drawer Stand O52
The World Around Us
Carpe Lumen will be showing its whole range of over 150 photographic cards at Top Drawer. The collection includes many UK subjects, selected Europe and worldwide locations as well as landscapes, wildlife, woodlands and cities. There are also ‘amuse-yeux’ cards that do not necessarily fall into any specific genre. The blank cards, all 150mm square format, are printed on sustainably sourced stock and come with recycled envelopes and either bio-bags or bands.
Carpe Lumen 07305 045593 carpelumen.co.uk Top Drawer Stand R50
High-brow Humour
Poet and Painter will be launching 22 spanking new designs in two collections at Top Drawer, in bold bright colourways with its usual off-beat observational humour. All the new Motley and Spring Seasons cards are 150mm x 150mm and are printed on FSC-rated high quality matt 350 gsm stock, with white envelopes. All of Poet and Painter’s cards are available naked, with eco clasp or with a fully compostable cornstarch bag and label.
Poet and Painter 07779 064894 www.poetandpainter.co.uk Top Drawer Stand M60
Picture Postcard Perfect
I Drew This will be showing off a very much extended Landmarks range, including six new Kent designs as a result of owner Ilona Drew working with Broadstairs retailer Arrowsmiths to create. Based on colourful geographically flavoured artworks, with a particular slant towards architecture, these designs could interest any retailer who does well with local landmark illustrations. There are now over 200 designs (all measuring 133mm x 184mm) in the range and they come with a recycled kraft envelope.
I Drew This 07813 005707. idrewthis.co.uk Top Drawer Stand M80
Childhood Reflections
Dicky Bird’s latest 12 cards reflect owner Liz Temple Wells’ desire to inject a little joy into these frankly weird times. For the new designs’ inspiration, she looked back to things she loved as a kid - toadstools, platform shoes, cherry pie, roller boots, balloon dogs and portable cassette players – a celebration of the simpler, joyous times of our past!
Dicky Bird hello@dicky-bird.co.uk dicky-bird.co.uk Top Drawer Stand O67
People Watching
Rumble Cards has further expanded its Artist Series through a collaboration with Oxford-based illustrator, Amelia Flower. Amelia’s drawings are inspired by observing people in their daily lives, looking at what they’re wearing and where they might be going.
Rumble Cards hello@rumblecards.co.uk www.rumblecards.co.uk Top Drawer Stand Q48
A selection of products that are to be showcased at Top Drawer. Beauty in Full Bloom
Having been years in the making, Penguin Ink has just unveiled the first clutch of designs in its new Flora range. Lizzie Parker’s designs of yellow daffodils, pink tulips, snowdrops and bluebells are all letterpress printed on a 100% recycled paper which has a beautiful high-quality finish.
Penguin Ink 07525497122 www.penguinink.co.uk Top Drawer Stand N81 / Spring Fair Stand 3C31
Animal Magic
A dozen new designs will be welcomed into English Graphics’ menagerie, featuring several new creatures from the animal and floral kingdom, from a kingfisher to a badger, cute duckling to a beady eyed frog. Believing the idea of a world without sparkle is unthinkable, all of English Graphics’ cards only feature biodegradable Eco-glitter made from plant cellulose and the cards are packed in Biotin ‘cellophane’.
English Graphics 01590 672778 www.englishgraphics.co.uk Top Drawer Stand Q39
A Touch of Excellence
Raspberry Blossom is launching over 100 new designs, including four new collections and a new card packs range. Featuring in this newness is its Midnight collection, Raspberry Blossom’s first masculine design-led range. Using three different print finishes, Midnight uses a clever combination of blind embossing, spot-UV and more traditional embossing to create and highlight stunning textures and shapes. As well as everyday designs, a congrats, new home and new job design are also included. All of the designs (133mm x 184mm) are coupled with a deep teal envelope.
Raspberry Blossom 01926 257757 www.raspberryblossom.com Top Drawer Stand Q58
A Summer Showcase
Flourishing Florals
Alex Sharp Photography will be unveiling a whole new Fabulous Florals range of greeting cards, coasters and placemats, gift wrap and tea towels. Each design in the range combines both colour and black and white photographic imagery, all by Alex, which bring out a new dimension to the flower designs. The range includes parrot tulips, dahlias, a pink lily, various roses, hydrangeas, a peony and many more. Some of the flowers were grown in Alex’s garden while others were home grown by her local florist.
Alex Sharp Photography 07885472010 www.alexsharpdesigns.co.uk Top Drawer Stand P90
As well as launching five new greeting card ranges at Top Drawer, Caroline Gardner will also be showcasing new gift ranges, including its Wimbledon collection (pictured). Motifs that are synonymous with summertime and bright contrasting colours sit alongside the iconic CG heart in this range. Classic CG monochrome hearts, a soft pink and bright red ditsy heart print and the frivolity as strawberries and sunglasses motifs adorn keyrings, mirrors, notebooks as well as other products.
Caroline Gardner 020 8288 9696 www.carolinegardner.com Top Drawer Stand F59
Designs of Distinction
In addition to expanding its popular Eleonora range (featuring designs by Eleonor Arosio), Stormy Knight is launching a collection based on the distinctive artwork of Holly Maguire as well as one by Californian illustrator Sonia Yim. Holly's whimsical folk-inspired illustrations (pictured) are painted in gouache and finished with gold foil highlights, while Sonia’s are full of bold handlettering and beautiful bright hues. Paired with GF Smith Callisto pearl envelopes, they are available naked, with a Kard Klasp or in cello bags.
Stormy Knight 0117 9098684 www.stormyknight.co.uk Top Drawer Stand Q59
Cinnamon Aitch has an abundance of lovely new things launching this month. Over 30 gorgeous new designs - from perfect poodles to banjo playing cats - have been added to its bestselling Margo range, meaning it now includes ages and exam captions alongside more birthdays and blank cards. Featuring more furry friends and adorable critters, each colour-popping design is printed on 350g FSC-approved board and made entirely in the UK.
Cinnamon Aitch 0121 773 6833 www.cinnamonaitch.co.uk
Coaster-ing Along
Dandelion Stationery has added 14 designs to its range of coasters, which means there are now over 30 designs to choose from - ideal for birthdays, stocking fillers or ‘just because’ gifts. They are handmade in a UK factory using a sustainably sourced eucalyptus board base with a full melamine surface and cork backing.
Dandelion Stationery 01332 4504940 www.dandelionstationery.co.uk
Art In Action
Doodleicious Art has launched a new card collection which continues the publisher’s love affair with the natural world. The latest additions, all featuring the exquisite detailed art of Sarah Capper, depicts British birds and botanicals. Each card, blank inside is 150mm square and comes with a quality coloured envelope and compostable wrapping.
Doodleicious Art 07734 034039 www.doodleicious.co.uk
Winter Wishes
Ready for Christmas 2022, print maker Lizzie Perkins of Art Matters has been busy. Among the latest releases, featuring in the Midwinter range is a trio of designs that are based on the hand-printed original of reindeers, entitled Heading North. Available as an A5 landscape as well in two cropped formats 150mm square and 125mm square), some single cards are available as well as in packs of five cards.
Art Matters 01491671758 www.lizzieprints.com
Pucker Up
Meg Hawkins’ nourishing and smooth lip balms are perfect for the eco-conscious consumer. With the lids featuring the artist’s nature-based art, all the balms - honey, vanilla, cherry and mint - are made with all-natural ingredients, are 100% vegan, cruelty free and hand-made in Shropshire, packed in a recyclable, plastic-free packaging.
Meg Hawkins 07811 672 460 www.meghawkins.com
All In The Detail
Some Ink Nice’s new card and notebook designs include six new art card designs and eight new foiled occasions designs, all of which have rich, solid colours with matt lamination. All based on original pen and ink drawings, the cards also feature gold or metallic bronze foiling. There is also a corresponding range of notebooks, art prints and wrapping paper.
Some Ink Nice 07912 105025 www.someinknice.com
Pioneer is full of love for Valentine’s Day, having develoeped a host of Qualatex balloons for the first spring season of 2022. Included within this is its Me to You Valentine’s range with the Me to You Tatty Teddy I Love You Bouquet 18” heart Microfoil balloon accompanying Tatty Teddy Valentine’s Day latex balloons et.
Pioneer Europe 01279 501090 www.QualatexEurope.com
Animal Crackers
Young animal lovers will adore Dyson Design’s latest birthday collection, Amazing Animals. Covering birthdays for ages one to 12, there are creature caricatures from pandas to toucans, plus six generic birthday cards – a whale, a lion, a fox, a zebra, a rabbit and a tiger – all with witty wishes for the young at heart.
Dyson Design 0116 285 5725 dysondesign.com
A Cocktail…or Six
Crumble and Core has created a collection of assorted A6 boxed notecards. The collection began with Bees, Cakes, Doorways, Seaside, Blossom, Boho, and they went really well, so joining the line-up is a set of Cocktails cards, which are also available as a new collection of single cards. The hand finished designs encompass Sex on the beach, Bloody Mary, Mojito, Strawberry Daquiri, Pina Colada and Porn Star Martini.
Crumble and Core 01825 841412 www.crumbleandcore.com
Giving Back
Clare Maddicott Publications has doubled its offering of its charity Christmas range for 2022 (supporting Young Lives vs Cancer and Parkinson’s UK), comprising some beautifully illustrated designs, produced by talented artists such as Sarah Long, Emily Hauck and Belinda Drought. The collection spans ten distinctive looks, with three packs of each style on offer. Each pack contains five cards (137mm square) of one design each featuring intricate hot foil and embossing details, all wrapped in biodegradable bags. A full facing, free standing display unit is available.
Clare Maddicott Publications 01638 569050 www.maddicott.com
Everyday Trending
Wholesale publisher, Out of the Blue Studios’ has expanded its popular #ONTREND everyday in-stock age range. Joining the current collection (which encompasses 7-90 in both female and male), the publisher has launched both female and male designs covering ages 1-6. All cards are Code 50, printed on sustainably sourced FSCaccredited board with full colour insert, die-cutting and flittering.
Out of the Blue Studios 07795 957995 www.outofthebluestudios.co.uk
A Charitable Christmas
Abacus Cards has an abundant selection of Christmas cards for 2022, both counter and packaged. Its range of Christmas charity cello pack designs (supporting Marie Curie and British Heart Foundation) include designs, are 137mm square, all packed (eight cards up) in biodegradable cello bags with either red or white envelopes. Its Christmas bumper box collection for 2022 comprises 12 designs (all 160mm square) with each box containing 27 cards of three designs. Meanwhile, there are six gorgeous illustrative designs (each with an attractive outer sleeve) in its luxury box range, each featuring intricate hot foiling and embossed details.
Abacus Cards 01638 569050 www.abacuscards.co.uk
Will the rise in veganism be the demise of the BBQ King designs? Will the sobriety brigade dilute the strength of gin cards? What real impact will the phygital horizon have on tangible greeting cards? How can you authenticate authenticity in the consumer’s eyes?
These are just a few of the questions Hannah Allan, Pigment’s strategic trend researcher and senior designer has confronted of late in coming up with the six key themes she predicts will impact on how we live our lives in 2022, and as such will percolate through to greeting card designs.
Hannah takes PG on a tour of Pigment’s 2022 ‘theme park’ with a longer stop at two key ‘attractions’.
“The pandemic has most definitely accelerated a lot of trends, in the way we live our lives, what we deem as important and how we relate to those around us,” says Hannah Allan, whose role at Pigment as its strategic trend researcher and senior designer draws on her skill and interest in tracking trends as well as her creative talents.
“Not everything that happens at a macro level in society has a direct bearing on greeting card designs,” says Hannah, but stresses that there is definitely a strong correlation between the ‘big picture’ of life at large and the ‘little pictures’ on the greeting card racks.
Following on from a similar project last year for the publisher, Hannah went into sensory and data overload, scouring opinion polls, trawling the media and being all eyes to societal and attitudinal shifts. She then distilled all this to arrive at what Hannah believes will form the six key life themes for 2022.
“While not prescriptive, these key themes, alongside the design trends we have noted are so useful to have in the background when we are designing ranges and even specific designs,” believes Hannah. “It has proved so useful to have highlighted these themes so that we can make sure that through our cards that Pigment is in tune with the feelings, beliefs and expectations of the public,” she adds.
As she stresses, greeting cards have always played a very important role in social communication, something more needed now than ever before, but the designs need to stay relevant and chime with the nuances of the day.
“With all the uncertainty caused by the pandemic, there is an urge for authenticity, a passion to support the community, a drive to stand up and speak out for our values, as well as a need to reheal ourselves and our planet. And, to a greater or lesser extent the greeting cards of 2022 will play a part in this,” says Hannah proudly.
Above: Hannah Allan. Below: Small Moments, Big Impact is one of the six trends Hannah has highlighted for 2022, posting this on LinkedIn with an image from Pigment’s Love Unlimited range.
Hannah’s Six Key 2022 Themes
l Feelwell Factor This will carry on from the mindfulness and wellness theme of the last few years. This will be all about people wanting to reheal, evidenced by the appetite for Thinking of You cards. The draw to the countryside and appreciating nature is part of this. l Power of Community Feeling you are part of a community and shared values will be more important than ever. This is evidenced in the public’s support of localism as well as more ethical brands.
l Small Moments, Big Impact Protecting time for fostering our closest relationships in our lives continues in 2022. Small intimate moments and celebrations become just as important as the big milestones. It’s time to celebrate the little things, little wins and each other more - because why wait for just once a year? l Jubilant Times As consumer confidence starts to recover, a new party atmosphere should take hold for 2022 as people make up for lost time with ‘revenge celebrations’. Expect crowded scenes, bright colours and plenty of confetti bursts. Messages of hope, optimism and joy will be key. l Seen & Heard This is all about being authentic, transparent, inclusive and accountable. The consumer is becoming more definite about what they want from the brands they buy and the retailers they support. It will be more about real action to progress on areas such as the environment and diversity. l New Routines 2.0 This is part of an ongoing theme which reflects the pace of the new normal, be it the continued adoption of creative hobbies, the growing interest in astrology, the changing attitudes to health and diet as well as the evolution of the phygital.
Life in Pencil
Reflecting both the Feelwell Factor and Power of Community themes, Pigment’s new Life in Pencil range is a significant launch for the publisher. The collection is based on the detailed pencil drawings of countryside scenes and animals by artist Shaun Vickers, who four years ago gave up corporate life (including having been directly employed in the greeting card industry) and flung himself headlong into selling his designs at artisan craft events. “I wanted to try something new with my love of putting pencil to paper, something my dad inspired me to do as child. It’s allowed me to explore new opportunites, exhibiting my work throughout Yorkshire, from the Great Northern Art Fair to artisan craft events across Ilkley, Harrogate, Ripon and Hebden Bridge… it has been an incredible journey. I really enjoy getting out and about, meeting customers face to face, getting instant feedback on new work and finding so many fellow artists in my local community. By Summer 2021, as the lockdown started to ease I created a marquee style pop-up shop which provided the opportunity to travel further afield, down to the glorious Cotswolds, the Midland Shires and rugged beauty of Cumbria.” Spotting Shaun’s work at a craft fair, Martin Powderly, creative director of Pigment was blown away by quality of the artwork as well as the clarity of his brand. “Eavesdropping on his customer conversations I was instantly impressed by the authenticity of his work and his real connection with card shoppers,” says Martin. Having been looking for a ‘true rural’ brand for some time to chime with the increased appreciation of nature, Pigment collaborated with Shawn to create the Life in Pencil inaugural collection which launches this month.
Above left: Shaun Vickers at a country fair with his stall showing his own produced range of products. Above: One of the card designs in the Life in Pencil range from Pigment, based on Shaun Vickers’ work. Left: Shaun Vickers working on a Highland Cow artwork.
Fox & Butler
The renaissance of Pigment’s Fox & Butler brand chimes with the Small Moments, Big Impact theme as well as Seen & Heard. “Luxury, craftsmanship and attention to detail,” are three elements which Pigment’s Martin Powderly highlights are at the essence of the brand new Fox & Butler collection. “We first launched the brand five years ago as small cards, but in response to customer’s requests for a really premium, UK-made collection, we have created this beautiful collection,” Martin adds. At the heart of each design is the detailed embossing, luxuriously foiled onto top end art board and complemented by the gold burnished envelopes. “To achieve the incredible embossing we have reverted to traditional etched die making, worked with real craftsmen and investing heavily in the highest grade engravings to create a finish that is second to none,” believes Martin.
Above: Pigment has relaunched Fox & Butler very much as a premium well-crafted brand which has a nod to the opulence of the 1920s. Left: Considerable investment has been made by Pigment in the top quality engraving dies for the Fox & Butler designs. Right: Fine art board, luxurious finishes and gold burnished envelopes add to the sophisticated appeal of the new Fox & Butler cards.
