GAIL’s has spent decades becoming a quiet institution in London’s neighbourhoods – flour-dusted, unhurried, woven into the street. For Christmas, they asked for something that felt like them: warm, handmade, a little joyful.

The answer was ribbon. Not as decoration but as structure – a hand-drawn pattern with the natural flow of something tied with care. Wrapping sixty bakeries, biscuit tins, POS displays and online banners, it became a world of its own. Familiar red and white. An undulating line that doubled as a ski track. And Alfred – a polar bear who appeared to have made his way through every GAIL’s in London, pausing only for cake.

The detail mattered as much as the whole. GAIL’s flour dusted Alfred’s path. The pattern scaled from a small biscuit box to a full bakery window – never repeating, always fitting.

A campaign that wrapped itself around a city.

CLIENT
GAIL’s Bakery

COLLABORATORS & CREDITS
Project with Studio ATOF
Head of Marketing: Romy Miller
Project lead: Maria Dogin & Sasha Berkley
Special thanks: Roy Levy