Case Study    Paul Frank
Paul Frank
Style Guide

Lifestyle products company Paul Frank was born out of a demand for unique designs in 1995. Since then, their playful creations and cute characters such as Julius the Monkey have become pop culture icons, appearing on apparel, accessories, and more.

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For their Fall/Winter 2021-2022 campaign, they envisioned a fantasy theme that would merge with their existing brand identity and resonate with their audience. They needed a style guide that would provide this unique twist and set them apart.


A comprehensive, well-researched Style Guide that incorporates Paul Frank’s cast of cute characters into a magical theme entitled Water World.


The client provided the theme and some ideas to help prompt the creative process. To begin, RipeConcepts put together a mood board that would set the tone for the theme. 

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Project Process Image

Research and Sketches

The designs are inspired by the lost city of Atlantis. This underwater fantasy depicts the Paul Frank characters taking a hypnotic visit under the waves and into the lost oceanic world.


The Water World style guide perfectly married Paul Frank’s style with a mythological setting. The guide provided images, typography, and a color palette to keep the theme consistent across different applications. 

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Project Process Image


“Paul Frank – Water World” by RipeConcepts was awarded an honorable mention in the International Design Awards (IDA) 2021 under the Professional Category. 

With thousands of submissions from more than 80 countries, RipeConcepts’ entry—headed by lead designer Joshua and art director Clarice—caught the IDA jury’s attention. 

Client's Testimonial

“The BEST Style Guides we have seen in 7 years!”

Kelly Yap, Retail Operations Manager, Saban Brands

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