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howies DohBoy Packaging and Identity

The Brief
To help ethical clothing company howies promote a campaign to lower the fat content in mass-produced bread via a doll called DohBoy. The doll would be sent to editors, bloggers and be available to buy online and in their shops.

The Solution
I wanted to tell the story of mass produced bread on the box so that the recipient instantly knows the cause behind the campaign. I created the DohBoy logo and the story was hand-rendered on the box. Rather than leave people with the doll, a call to action and nothing more, I wanted them to be proactive. DohBoy’s box becomes more than just a collectible container, he sits in a specially sourced baking tray, contained within that are instructions to bake your own bread by Jamie Oliver.


Paul Stapleton

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  • Senior Graphic Designer

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