PAUL och THOM – Thoms magiska kök

  • CE: Ellinor Aaby Olsson

The Company

PAUL och THOM is a Swedish tapas brand built on the belief that good food brings people together. With roots in quality and craftsmanship, they now aim to make that experience even more accessible, playful and inspiring through the power of modern technology.

Background

PAUL och THOM has a strong history of innovation and curiosity. Known for their playful tone and openness to new ideas, they have often been early adopters of emerging technologies.

Today, they face a renewed opportunity to reconnect with modern families. Parents are constantly balancing work, childcare and meal planning. Evenings that should offer quality time often become a source of stress.

PAUL och THOM recognized the potential to turn these everyday moments into something more. But to do that, they needed to speak directly to today’s parents. This is a group that values simplicity, creativity and meaningful connection.

Solution

Introducing THOMS magiska kök. A digital tapas companion where food meets imagination and everyday dinners become playful moments of togetherness.

At the heart of the concept is an AI powered recipe chatbot. But this is more than a utility. It is an experience. The journey begins with PAUL singing, creating an instant emotional connection. The chatbot then inspires families with playful recipe ideas based on PAUL och THOM’s products. It offers tips and small surprises that make everyday cooking feel magical.

To strengthen the brand identity, a new tone of voice and visual direction were created. Inspired by children’s cookbooks from the 1950s and 60s, the design blends nostalgic warmth with the brand’s modern graphic profile. A new character was also introduced. PAUL is based on their bestselling product, the Pepperballs, and brings the brand name to life with curiosity and charm. He is not just a mascot but a guide and a friend in the kitchen.

The world of THOM is designed to grow. The concept is scalable, with potential extensions into games, coloring books and interactive storytelling.

THOMS magiska kök is not just a tool. It is a playful storyteller, a kitchen companion and a gateway to joyful everyday moments.

 

Follow the journey of PAULS magiska kök here.

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Words carry weight – so do our choices. At the State of Words, we encourage conscious communication and conscious consumption. Beverage sales are restricted to guests over 18, and a range of non-alcoholic options will be available – because every participant should feel welcome in the conversation. For more on responsible alcohol habits, visit IQ.se.

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