“...with Real Paper Scent” TOQUE Magazine®

TOQUE Magazine "...with Real Paper Scent" cover artwork

TOQUE LTD

Guelph, ON

As one of the few remaining in-print magazines in southwestern Ontario, TOQUE Magazine’s self-promotional ad, “..with Real Paper Scent,” started with the intent of creating a piece to celebrate the season, praise print and bring a smile to readers’ faces. Printed on matte paper, TOQUE Magazine has a delectable paper and ink scent, which readers often make note of. Building on that idea, art director and illustrator Cai Sepulis created a spin on the legendary “Pine Tree” automobile air freshener and stylized the illustration with a subtle retro feel to further build on the nostalgia. With the ad appearing on a panel of TOQUE’s trifold cover, the illustration was completed with a simple dashed outline so readers could comically play along and cut out the tree—which was also fitting with it being TOQUE’s annual Handcraft Issue. The solution was simple yet effective, and enjoyed by many, which was witnessed through multiple social media posts and comments on the piece, and even photos sent by readers who shared their DIY excitement.