Inspired by "Kenya Hara's White" ,"MUJI" and " Dieter Rams", Paul is derived. Paul is brand that carry a household merchandises, an everyday-life objects. These are products that we use everyday, it makes sense for the name of the brand to has the same quality of recognition. One way or another, everybody always finds at least one Paul in their life, some work with Paul, some befriend with Paul, some are even Paul themselves. The name "Paul" gives the brand an endless possibilities, which quickly becomes alive and has its own personalities. The idea of figuring out who "Paul" is gives an interesting concept to explore.