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Launch
Y-DAO concept for Superteam NL

The Social Paper.

A pocket-sized social object that turns a familiar Dutch ritual into community merchandise made to be used, shared and remembered.

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Open The Social Paper rolling-paper booklet with orange Dutch lion pattern

The idea

Merchandise should create a moment, not become another object on a shelf.

In the Netherlands, rolling papers are a familiar social object. The simple question “Does anyone have papers?” can open a conversation, solve a small problem and bring strangers into the same moment.

The Social Paper turns that behaviour into the product. The pack is compact enough for a pocket, affordable enough to distribute widely and useful wherever communities gather: meetups, conferences, parks, parties and afterparties.

Why it works

The network effect, made physical.

01

Starts a conversation

A familiar object turns a practical question into an easy first interaction.

02

Built to circulate

The booklet moves from pocket to pocket, carrying the identity through real exchanges.

03

Local, then global

Dutch visual cues give it a home while the social ritual travels naturally to events worldwide.

Orange front cover of The Social Paper with the Superteam wordmark

Visual system

Dutch character without tourist clichés.

High-contrast orange, black and warm white keep the pack legible at pocket scale. A repeated Dutch lion motif creates local recognition while Superteam remains the primary identity.

Format
King-size slim booklet · 20 leaves
Material
Matte FSC-certified paperboard cover
Print
Standard four-colour production
Delivery
Editable vector master and print-ready artwork

From concept to community

Designed for the places where networks actually form.

The object is the campaign. Every handoff creates a small branded interaction and reflects how communities work at their best: sharing access, knowledge, introductions and opportunities so people can build faster together.

Community members talking around a table with The Social Paper booklet in the foreground

Small format. Real interaction.

The Social Paper is a Y-DAO merchandise concept created for Superteam NL.

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