Branding Blog: WOW! It’s actually made of paper!

“Wow, it’s actually made of paper! I thought they were AI generated!!”

This was our official take‑off moment. A behind‑the‑scenes boarding call into how our paper art worlds are really made. The video showed the Print.com Head Office studio team, hands deep in glue and craft knives, building an entire world from paper.

And honestly? That reaction is exactly what we’re aiming for.

Because at Print.com, we don’t just want to be seen.
We want to create a WOW.

Standing out in a sea of sameness

Let’s be real: online print has increasingly become a commodity.

Products are similar. Prices are comparable. Delivery times are tight. When every provider is flying the same route, brand salience becomes a deciding factor. In moments of choice, it’s not just what you sell, it’s who you are, the customer service provided and the brand experience that helps customers decide who to fly with.

That’s where branding comes in. And no, branding is not “just a logo”.

Branding is more than visuals, its perception

A strong brand identity goes far beyond a logo, typeface or colour palette (important as those elements are). Branding is:

• The voice you use
• The personality you project
• The story you consistently tell
• And ultimately, the way your brand is experienced and remembered

At its core, a powerful brand identity is rooted in a clear mission and well‑defined values. Those values need to live inside your organisation, be embedded in your culture, reflected in your decisions, and expressed through every interaction with your audience.

Crafting a brand strategy is one thing.
Executing it is where the real work begins. A brand strategy without execution is just a flight plan that never leaves the runway.

Execution requires belief, commitment and advocacy, especially from leadership. A brand only truly works when it’s lived from the top down.

Every journey needs a captain. At Print.com, ours is clear about the destination:

As the Captain of Print.com, I am excited to share that our brand is built on genuine passion; for the craft, for print and paper, and for the adventure of new experiences. Just like embarking on a flight, we embrace the thrill of new journeys and the opportunity to empower stories that need to be told and shared. Our mission is to make the journey effortless and convenient, inspiring customers to elevate their brands.”

Marco Aarnink, Founder & CEO

Be unforgettable

At Print.com, we don’t just believe in our brand…we live it.

Guided by our values and fuelled by creativity, we’ve developed a few unmistakable brand signatures that make us instantly recognisable and hard to forget. One of the most powerful?
Paper art.

Paper art: Our visual signature

Paper art has been part of Print.com’s branding since day one. It’s more than a visual style, it’s the scenery outside the window. Unexpected, crafted and impossible to ignore.

Why paper art works so powerfully for us:

• It shows our love for paper
• It celebrates true craftsmanship
• It’s handmade, not stock
• It’s unique and difficult to copy
• It creates one‑of‑a‑kind inspirational settings
• Every object becomes an eye‑catcher

With patience, precision and an obsessive eye for detail, our in‑house team crafts life‑size paper art scenes from scratch. Each visual is thoughtfully designed, cut, built and styled by hand, no shortcuts. No autopilot.

The result?
Imagery that feels tactile, human and refreshingly real in a world increasingly dominated by AI‑generated visuals.

Let’s face it, promoting print can sometimes look a little… flat (pun fully intended). Too often, the category leans on generic stock imagery that does little to inspire. Paper art allows us to set the scene, placing our products inside imaginative, handcrafted worlds that spark curiosity and emotion.

Our team often references well‑known brands and cultural cues, subtly elevating our visuals through association. Everything is stylised and simplified to emphasise the handmade nature of the work, imperfections and all.

And that’s the magic.

Our product imagery is instantly recognisable as ours.
It can’t be easily replicated by competitors.
It stands out in feeds, on stands, and in memory.

The Airline theme: A journey, not a transaction

Another unmistakable part of our brand world is our airline theme.

Why airlines?

Because airlines call their loyal customers Frequent Flyers.
At Print.com, our customers are frequently ordering flyers.

The pun practically writes itself.

But it’s more than wordplay, it’s storytelling.

The airline concept punctuates everything we do. Frequent Flyers are welcomed on board. Exhibition stands feature check‑in desks. Suitcases are packed with print samples. Our website is dotted with aircraft seats, destinations and take‑off moments. We’ve even extended the concept to our job titles!

From check in to take off, every detail is designed to feel intentional. Print isn’t just a transaction, it’s a journey we take together.

A sweet Dutch treat: Stoopwafels

And when we travel, wherever we go, no matter the country, we always bring a little piece of our Dutch heritage with us. Think of it as our welcome on board moment.

For us, that means fresh stroopwafels at every event we exhibit at.

Why? Because it’s a simple, generous gesture that activates the senses. The smell. The taste. The indulgence. It draws people in and starts conversations. Much like print itself, it’s tangible, human and unforgettable. People don’t just pass by — they pause, smile, and connect. And they leave with more than a brochure; they leave with a memory.

We like to call it the stroopwafel effect!

Although Print.com is still relatively new to the UK, our strong presence across Europe has given us a solid foundation to build on. Just last week, I was reminded how powerful those small brand moments can be.

I joined an online networking event and reconnected with someone I’d first met at an exhibition. At first, he didn’t recognise me — but the moment I mentioned Print.com and the event, he lit up and said, ‘Oh yes, of course… stroopwafels!’

Fiona Robinson, Country Captain UK

If you’re lucky enough to join us at an event, make sure you try a freshly made stroopwafel. It might just be life changing. You may also find yourself face to face with full‑size paper art in all its handcrafted glory. There’s usually a little extra security around the “Birkin” handbag, just to make sure it doesn’t take flight. Whether it’s a warm stroopwafel or a meticulously built paper scene, it’s often the smallest, most human details, thoughtfully chosen and consistently delivered, that leave the strongest impression.

Crafted stories in an AI-Driven World

As we look toward 2026 and beyond, storytelling has never been more important. In an AI‑saturated, content‑heavy landscape, the brands that truly stand out will be those that create authentic emotional connections. Storytelling builds trust, drives long‑term loyalty, and transforms products into experiences that align with human values — not just algorithms.

Handmade paper art. Thoughtful themes. Sensory moments.
These are the details that make brands feel human, memorable and relatable.

At Print.com, we don’t chase trends, we craft experiences. From our hand‑built paper art worlds to playful, purpose‑led storytelling, every detail reflects our passion for print, paper and creativity. When everything else starts to look the same, storytelling and handcraft become the differentiator. If people remember the journey, not just the product, we’ve landed exactly where we intended.

And if someone looks at our work and says,
“Wow… I thought that was AI generated!”

We know we’ve done our job ❤️

Want some samples?

Register with us to get full access to the web app, prices and browse the extensive range. You’ll receive a Welcome aboard gift box, it may even contain a little sweet treat! Or drop us a line below and we see what we can do!

Want to know more about our brand story?

Check out Our Print.com love story ❤️ . Where the flight plan began, or drop us a line on your thoughts, your idea might just make it into the next edition!