At the end of last month we launched our NewPaper initiative at a snowy Borough Market and were super pleased with responses to the project from both stallholders and Christmas shoppers.

42 traders in the Jubilee Market used the paper (two of which appear in the above film, Ceylon One and Oliveology), and the project was embraced by Borough Market as a whole, expressing a continued commitment to environmental issues.

The obvious green element was central to the project, which reused thousands of discarded Metros, but the other important element for us is the inspiration for the project: the Japanese practice of tsutsumi, where the wrapping is part of the gift.

The stallholders said the initiative brought a new energy to their stalls and opened up conversations with their customers, encouraging people to think a little differently about gift-wrapping their Christmas presents.

The paper added an extra splash of colour to the market, gave customers gift wrap full of character for their olive oil or Christmas sweets and provided a creative and simple way to reuse paper. A win for everyone involved.

More images here.