Collaborators: Gmund Paper, LOOP®, Carolina Poch (while at LOOP®) Year: 2024

Gmund Paper is a Bavarian paper manufacturer known for premium, tactile papers used by designers, brands, and printers worldwide. The challenge was to translate this sensory, heritage-rich brand into a modern eCommerce experience that stays true to the craft while making it easy for both B2B and B2C customers to browse, compare, and buy online. As part of the LOOP team, Carolina Poch worked closely with Gmund Paper to design and deliver a Magento 2 storefront that serves both B2B and B2C audiences, blending the brand’s heritage-driven visual language with a fast, intuitive shopping and content experience.

Visit platform

PM, Brand & Dev team collaboration.

Design Workshops.

UX flows for B2B & B2C paths.

Storytelling.

Design system.

User interface design.

Prototyping & testing.

Dev hand-over.

The project began with an in-person workshop at Gmund’s paper mill, where the Gmund team introduced the LOOP team to their manufacturing process. Together, we defined the core goals, key jobs-to-be-done, and the relevant technical and business constraints. Building on the visual direction developed by Tolleson, we translated the established look and feel into a coherent, scalable digital system as part of the LOOP design team. Throughout the project, the LOOP team held weekly alignment sessions with Gmund’s marketing team to review concepts and decisions. The product detail page went through multiple iterations to ensure it supported the required tools and addressed the needs of both end customers and B2B clients. Development was handled in-house at LOOP, with continuous collaboration between design and development to ensure a smooth handover and accurate implementation.

Honor the craft

2 audiences (B2B/B2C), 1 system

Clarity over clutter

Fast paths for quick decisions

Storytelling at the forefront

Consistent reusable toolkit

A dual-purpose shop experience supports both wholesalers and individual creators through clear navigation, product discovery, and a seamless checkout, powered by Magento 2 for scalability and localization. Product imagery was designed to communicate paper textures and finishes as clearly as possible in a digital environment, supporting confident purchase decisions.

Make paper textures feel tangible online,
unify B2B & B2C into one cohesive experience. 
& bridge tradition & innovation for paper lovers & professionals.