PAUL Bakery

• Art Direction
• Illustration
• Digital Marketing
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PAUL Bakery


Conceptualise and create visually impactful campaigns for a full year.

What started from a family-owned bakery in 1889 in France, PAUL is now recognized globally with stores all over the world including the eight stores in Singapore. Every month they would curate new mouth-watering pastries and our role was to create visually enticing campaigns for each month for the whole year.

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How did we do it?

Working closely with the marketing team at PAUL Singapore, we mapped out the campaign calendar for the full year. With this in place, we then began the creative process of determining what the concept and art style for each campaign should be.

Developing an adaptable design system

Visually representing a broad range of themes while still maintaining PAUL's brand identity was crucial. We developed a foundation that allowed the brand to shift and re-shape through a variety of themes and festivals.

From print to digital

We visited the retail space to understand where and what are the important touch points that will be visible to customers. With this learning, we applied the brand around the retail space to enhance customers' shopping experience. Lastly, we also created templates for social media platforms for our client to promote their products and services.

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