MASU Creates Authentic Gifting Experience Through Unique Design
In Japanese there are two words for giving: agemasu and kuremasu. Agemasu is used when you are giving to someone. Kuremasu is used when someone is giving to you. MASU embodies all forms of giving, and founder Libby Hampel’s playful, thoughtful and bold designs gracefully complement her passion for sustainability, resulting in wrapping papers that look good, feel good, and do good.
It’s often said that if you are seeking something out but can’t find it, create it yourself. A lifelong creative, gift giver and lover of the environment, Hampel consistently sought out paper products – like wrapping paper – that were both visually intriguing and truly 100% recyclable. The search grew exhausting and never-ending, as most products she found had unclear messaging about its actual recyclability. Armed with a passion for design and the planet, Hampel set out to create what she could not find: a line of gift-wrapping paper featuring unique and original designs, made in America, and that’s 100% recyclable.
Credit: MASU
Hampel, an artistic and tech-savvy Columbia, Missouri resident, began her design journey studying and experimenting with surface pattern designs like fabric and wallpaper, and eventually transitioned into textile design. She spent many years developing her trademark design style and sense of color. Just before the pandemic she considered licensing her designs and freelancing her work.
With COVID throwing a wrench into her plans, Hampel went back to the drawing board, realized she now had a collection of original designs, and redirected her intentions for freelancing into establishing her own value-driven business that aligned with her personal ethics and principles.
The baseline of her new venture was to source only recyclable and sustainable materials throughout every facet of the production process – from packaging and shipping containers to the actual making of the paper. Additionally, it was her mission to support the local economy and produce everything right here in the U.S., with a particular focus on sourcing from businesses in her own backyard.
Credit: MASU
Finding an American paper mill that met Hampel’s standards of sustainability and true environmental friendliness proved to be a challenge. “Lots of companies out there claim eco-friendliness, but I wasn’t going to jump on the greenwashing bandwagon,” she said.
Hampel was relieved when she found New Hampshire-based and family-owned paper mill, Monadnock. As the oldest continuously operating paper mill in the U.S., the 200-year-old mill marries longevity with its high sustainability profile.
“I was attracted to Monadnock initially because of their transparency and the way they are intentional about sustainability and their environmental impact,” Hampel said. “Since our core values were so aligned, I ordered a few samples, and as soon as I held the Astrolite 100 PC Velvet coated paper in my hands, I knew there was no going back!”
Monadnock’s Astrolite 100 PC Velvet coated paper is made of 100% PCW recycled content and is ideal for coated fine text and cover applications. Hampel found that the ink doesn’t absorb into the high-quality coating of the paper, making her designs and colors really pop. On top of the vibrant color quality critical to attracting the eyes of in-person and online shoppers, she receives consistent feedback that her wrapping papers are luxurious to the touch, do not crack or scratch, and are easy to wrap.
“When people think of recycled paper, I feel like the general misconception is that it’s poor quality and not worth the price,” Hampel noted. “Through MASU, my goal is to show people that they don’t need to sacrifice quality to have a gorgeous product – you really can have it all.”
Credit: MASU
Hampel takes a holistic approach to partnering with eco-friendly businesses that support her mission and acknowledges that her sustainability efforts extend beyond the product itself – the recyclability of the paper matters but it is meaningless if shipping and packaging are harmful to the environment.
“For example – consider your typical tube of wrapping paper; it’s usually wrapped in a sheet of plastic,” she said. Hampel chose a different route, working with a local corrugator to create custom recyclable boxes that ship flat – saving space and money – and are easy to open. Even the minimal amount of tape used in the packaging process is water-activated and 100% recyclable.
So, what’s next for MASU?
“I’m really excited to get into greeting cards and gift tags next,” she divulged. “My plan is to continue creating, growing, and building relationships with sustainable partners who can help elevate my vision now and into the future.”
Hampel’s steadfast commitment to sustainability and supporting local business means you won’t find her thoughtfully curated products in any big box store. Considering that the best gifts are given with the receiver in mind; choosing to wrap your next gift with her beautiful paper will not only convey your intention, but also contribute to a collective effort to preserve our planet.
