Mohawk’s highest grade of paper, Superfine, is widely viewed as the pinnacle of the papermaker’s art.
Yet, despite its longstanding reputation for extraordinary print quality, a whole new generation of designers needed a formal introduction. VSA Partners sought to tell the story of Superfine in a manner that demonstrated the attributes of the paper, while formulating a narrative around the essence of Superfine: timeless quality that endures through constant reinvention.
The promotional book, Mode of Transformation, showcases the evolution of the bicycle as the perfect metaphor for the story of Superfine. Like the bicycle, Superfine is custom-crafted, constantly pushed to the limit, and made to last. Both are objects of endless fascination. Both have sustainable qualities that, more and more, are being brought to the surface. And undeniably, both have a passionate following within their domain.