How do you make a plain product more emotionally engaging? Whilst baking itself conjures up delicious sights, tastes and smells, baking parchment is little more than a convenient and functional means to an end. Ahlstrom-Munksjö wanted to find a way to create a deeper connection for a B2B audience with its range of papers for baking and cooking.

We chose to focus on the people using the product - the home bakers and professional chefs. We envisaged them as heroic subjects, photographed as though they were posing for a painting. Infused with the passion and drama of the kitchen. These posters brought a refreshingly different tone to what is often quite a dry and corporate trade show environment.

Client - Ahlstrom-Munksjö

Studio - Design Bridge

Creative Lead - Brendan Conn

Senior Designer - Benjamin Farrell

Photography - Richard Rigby

Retouching - Steven Trippaers

Hair and Make-up - Marja Hermes