Bread in the
most honest way.
Slice of life.
The bakeries of St. Paulus are well-known for their love of bread. The passion for baking has been passed down from generation to generation in this family company. But a lot has changed since the idea to launch a private-label bread - Pauline - arose. Pauline is a range of artisanal, slow-baked bread, based on tradition and honest ingredients. Our aim? To launch Pauline as a brand that reflects the appetite and pureness of bread, by using fresh imagery, brand storytelling and a taste for simplicity.
A brand that speaks.
The goal was to achieve public brand awareness for Pauline and what better way to do so than to tell a story about this new brand? Using phrases, quotes, and one-liners on every medium available. The result is a brand that speaks, which is used to explain what Pauline stands for bread in its purest form. A periodical newspaper and a matching website, www.pauline-brood.be, were able to assist the brand.