Great creative is a big joke... seriously.

When we can take two seemingly unrelated ideas and find a unique and entertaining connection between them,the result is an experience that will affect the audience emotionally and stick with them.

Who knew a joke would turn into a unique creative concept?Our exploration included six very different directions.The brand extended from packaging to POP,promo kits,and other print collateral.This led to a lot of other projects for them.Years later,the sons called us to create their new brand,which means "home" in Basque.

Great creative is a big joke... seriously.

When we can take two seemingly unrelated ideas and find a unique and entertaining connection between them,the result is an experience that will affect the audience emotionally and stick with them.

The basis for both humor and creative thinking is the same,according to the world’s foremost expert on creativity,Edward de Bono.He has written books containing specific exercises one can do to expand the mind and develop new ideas,instead of spitting out variations on the first idea that comes to one’s mind.

Every concept we create has to have a unique tone and perspective - not the same design with three color variations.

PIONEER FRENCH BAKERY,a Southern California legend,had a simple challenge for us:make Breads of Venice,their premium line of sourdough bread stand out from their traditional brand and the private label breads they supply to supermarkets. The brand needed to communicate:1) it was a premium quality bread coming from a bakery that's been in California since 1908; 2) a family passion for baking which begin in the Basque country of France, dating back 400 years; and 3) the "Venice" in the name referred to California, and not Italy.

"So good, it makes the French jealous"

Loaded up with an armful of fresh delicious sourdough breads, we left the client and started to brainstorm. The first thing that came to me was to make a joke: "Ha, ha, a roller blading baker." Tom said "that's great!" and starting sketching away wildly.

We ended up presenting a wide variety of concepts, with each one leaving the clients more confused than the last, not only because each one was so good, but because each direction was so different. However, in the end, the little concept that began as a joke became one of the most recognizable and unique brands in the bread section of supermarkets throughout Southern California.

The basis for both humor and creative thinking is the same, according to the world’s foremost expert on creativity, Edward de Bono. He has written books containing specific exercises one can do to expand the mind and develop new ideas, instead of spitting out variations on the first idea that comes to one’s mind.

Every concept we create has to have a unique tone and perspective - not the same design with three color variations.

PIONEER FRENCH BAKERY, a Southern California legend, had a simple challenge for us: make Breads of Venice, their premium line of sourdough bread stand out from their traditional brand and the private label breads they supply to supermarkets. The brand needed to communicate: 1) it was a premium quality bread coming from a bakery that's been in California since 1908; 2) a family passion for baking which begin in the Basque country of France, dating back 400 years; and 3) the "Venice" in the name referred to California, and not Italy.

"So good,it makes the French jealous"

Loaded up with an armful of fresh delicious sourdough breads, we left the client and started to brainstorm. The first thing that came to me was to make a joke: "Ha,ha,a roller blading baker." Tom said "that's great!" and starting sketching away wildly.

We ended up presenting a wide variety of concepts, with each one leaving the clients more confused than the last, not only because each one was so good, but because each direction was so different. However, in the end, the little concept that began as a joke became one of the most recognizable and unique brands in the bread section of supermarkets throughout Southern California.