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Aroma You Can’t Ignore

M&S FOOD INDUSTRIES

PROJECT OVERVIEW
Great flavours begin with an irresistible aroma. Through appetising visuals and sensory-driven storytelling, “Aroma You Can’t Ignore” brings the essence of MS Food Industries to life, transforming everyday food experiences into memorable moments that capture attention and spark cravings.
  • THE CHALLENGE
M&S has been gaining market share rapidly in the last few years in the Santan FMCG space. As a heritage brand that represents Malaysia, they wanted to give the brand an identity that kept up with the times. Full rebranding, while keeping the essence intact.
  • STRATEGIC APPROACH
The thought process was simple, how do we remain iconic yet give the locally loved brand a refresh? We went back down to the initial vision of the company and the objective. Local heritage brand means that the iconic yellow must remain, but we gave it a touch that would last decades. 2 main colours that suit their POSMs and make a bold statement to foreign competitors. We’re coming.

Before

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After with us

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What we delivered

“Paperballad&Co. Is a professional team that’s very flexible and open to share to help us be better. While they’re priced premiumly it’s actually cost efficient when you consider value to price. The team is very young but mature in their execution and fresh in their ideas.”

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Working with Paperballad has been an absolute game-changer for our brand. Their team combines creativity with strategic thinking, delivering content that not only looks great but also drives real results. If you’re looking for a team that blends storytelling with smart marketing, Paperballad is it.

  • YOUR TURN

Let's Change The World Together

Bring us the ambition, the challenge or the question. We’ll bring the thinking to move it forward.
Transform My Brand

SAN FRANCISCO COFFEE

Making a familiar brand relevant again.
Coffee is part of everyday life. The morning rush, the afternoon reset, the catch-up that lasts a little longer. These small moments became the starting point for a fresh approach to San Francisco Coffee’s storytelling.

The challenge was to make a familiar brand feel relevant again—to give people a reason to connect beyond the latest promotion.

We shifted the focus towards the everyday moments surrounding each cup. Products and seasonal campaigns became part of a wider story, grounded in familiar routines, shared moods and the simple pleasure of taking a coffee break.

The creative direction paired the brand’s recognisable identity with a more conversational tone and playful, relatable content. Each post became an opportunity to bring San Francisco Coffee closer to the people behind the orders.

A fresh chapter for a familiar brand, built around the moments that make people reach for a cup.