Creative & art direction for Paperstone rebrand, from studying the brand to developing relevant assets, including but not limited to map layout design, copywriting, etc.

THE CONCEPT

Oh boy oh boy, where have you been?
“I have a dream to become a baker serving families with nice bread. I hope to travel around the world, collecting the best ingredients for different families and friends.“

THE BAKER’S EXPEDITION

We created an illustrative map that brings alive the brand story of Paper Stone, with an illustration of the baker’s (European kid) travelling all the way from his hometown with his expertise and selection of ingredients to Hong Kong.
To secretly educate our customers, we highlighted some of the key attributes of the brand in the map together with some playful quotes to bring out its attitude.