Case Study: Tiong Bahru Bakery x Oo La Lab


Baking up a Brioche-scented hand wash for Tiong Bahru Bakery


  • Immersive and novel brand extension that may lead to new variations in future
  • Produced 500 pcs of Brioche No 1. Handwashes sold across TBB outlets 
  • The activation ignited high level of coverage in media


Tiong Bahru Bakery under the Spa Esprit group is known for its bold ideas and quality products. Founded by master baker Gontran Cherrier, Tiong Bahru Bakery is an artisan bakery that serves coffee and a wide variety of freshly baked premium quality breads and pastries. The popular chain now has six outlets across Singapore.

With an obvious love for baked goods, the bakery approached us with the challenge of creating a ‘Brioche’ scented hand wash.


We put our noses to work to recreate the scent of freshly baked Brioche pastry. In under 8 weeks, we had produced an initial run of 500 Brioche No 5. hand washes for sale across Tiong Bahru Bakery outlets nationwide. 

To create the scent, we blended in whiffs of vanilla, caramel and pineapple. The challenge was to design a fragrance that wasn't perceived as gimmicky and we had to find a balance to create an aroma of freshly baked, buttery Brioche that would be appropriate for wearing on skin. We paired the scent with complementary notes to achieve this effect. 

The fragrance was then applied and successfully tested in 100% natural hand soap formulation, offering Tiong Bahru Bakery a novel and heartfelt way to connect with their supporters.

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