The Paper Bunny

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The Paper Bunny. Photo from Build Built.

The Paper Bunny is a popular stationery and lifestyle brand based in Singapore.[1] Founded in 2013, The Paper Bunny offers a wide range of beautifully designed products, including stationery, planners, notebooks, greeting cards, and lifestyle accessories.[1] In recent years, The Paper Bunny has gained significant traction in the fashion world with its line of puffer bags and accessories, which has generated immense buzz on social media platforms. Influencers and trendsetters alike have been spotted showcasing the brand's bestsellers, such as the fashionable Puffer Shopper and the trendy Puffer Swing.[2][3]


Jaime Lee, the founder of The Paper Bunny. Photo from Instagram.

The Paper Bunny was established in 2013 by husband-and-wife duo Jaime Lee and Justin Tan. Jaime was a former Legal Counsel, who decided to leave her corporate job to pursue running The Paper Bunny full time.[4] The company is now run by Jaime, who is the Co-Founder and Creative Director of The Paper Bunny.[4] With a background in graphic design, team management, and law; she has leveraged on her past expertise to bring her creative vision to life. As Creative Director, Jaimie is responsible for the brand's overall design direction, ensuring that each product reflects The Paper Bunny's signature aesthetic.[4] She has also led the brand to secure collaborations with major brands, including SK-II, Starbucks, and even the international fashion magazine, Vogue.[5]

Brand Growth

Starting off small in 2013, The Paper Bunny quickly expanded their product range beyond stationery to include bags, everyday wear, and other daily essentials.[1] The brand has even gone on to work with multinational brands such as SK-II, Samsung, and Superga.[6][7]

Revamping the brand and becoming more sustainable (2020)

In 2020, The Paper Bunny unveiled a refurbished website and set of designs to mark its seventh year since launching in 2013.[6] The brand gradually became more sustainable, adopting practices such as opting for FSC-certified paper for its envelopes, paper bags, and notepads; and using biodegradable soy ink for its stationery.[6]

The TPB Everyday Store. Photo from Facebook.

Opening its first physical store in Takashimaya Shopping Centre (2021)

In 2021, The Paper Bunny opened its first physical store, the TPB Everyday Store at Takashimaya Shopping Centre.[8] After eight years as an online business, the lifestyle brand decided to launch a physical location, which would stock their full range of apparel, lifestyle products, cutlery, and even international brands from the likes of Stoko and Stasher.[8]

Brand collaborations

The Paper Bunny x Superga collection. Photo from Facebook.
Year Brand Collaboration Details Ref.
2022 Starbucks In 2022, Starbucks once again collaborated with The Paper Bunny and unveiled various lifestyle products, including green and pink notebook planners for the year of 2023. [9]
2022 Vogue To mark Vogue Singapore’s second anniversary, the magazine released sustainably-produced apparel in collaboration with local brands, The Paper Bunny and Dirty Manners. The Paper Bunny had been in charge of designing a twill cap for the exclusive collection. [10]
2022 Samsung Samsung x TPB collaboration that featured a limited edition Micro-Fold Bag, which was part of the Purple Horizon collection. [7]
2021 Clinique In 2021, The Paper Bunny came out with two collaborations with skincare brand, Clinique. In August 2021, customers who spent a minimum of $40 on The Paper Bunny’s official website received a complimentary Clinique Even Better Serum (10ml). Later on in October, the TPB x Clinique No Bad Days Scrunchie and Headband Set was launched, which was also redeemable with any 3 Step Set purchase at Clinique. [11]
2020 Superga Italian footwear brand, Superga collaborated with The Paper Bunny to come up with a collection featuring themed sneakers for families. The collection included 4 styles, each embellished with illustrative embroidery that The Paper Bunny was known for. [12]
2019 KrisShop The Paper Bunny collaborated with KrisShop to release a compact zip pouch for travel essentials. [13]
2018 Starbucks In 2018, The Paper Bunny x Starbucks collection featured pastel pink pouches and pins that were tropical holiday-themed. [14]
2016 SK-II For Mother’s Day of 2016, The Paper Bunny organised a giveaway in conjunction with skincare brand, SK-II. They gave away limited edition TPB x SK-II tumblers and SK-II Facial Treatment Masks to a total of 10 Instagram followers. [15]

References / Citations

  1. 1.0 1.1 1.2 The Paper Bunny. “Our Story - The Paper Bunny”. The Paper Bunny. n.d. Accessed 13 June 2023.
  2. thepaperbunny. “thepaperbunny”. TikTok. January 10, 2023. Accessed 13 June 2023.
  3. thepaperbunny. “thepaperbunny”. TikTok. n.d. Accessed 13 June 2023.
  4. 4.0 4.1 4.2 Lee, Jaime. “Jaime Lee | LinkedIn”. LinkedIn. n.d. Accessed 13 June 2023.
  5. Levy, Margaux. “Lifestyle Brand The Paper Bunny Comes Of Age With A Brand New Look”. Female Magazine. September 28, 2020. Accessed 13 June 2023.
  6. 6.0 6.1 6.2 Levy, Margaux. “Lifestyle Brand The Paper Bunny Comes Of Age With A Brand New Look”. Female Magazine. September 28, 2020. Accessed 13 June 2023.
  7. 7.0 7.1 Samsung Singapore. “The Paper Bunny | Samsung Singapore”. Samsung Singapore. n.d. Accessed 13 June 2023.
  8. 8.0 8.1 Chai, Amanda. “Style News: The Paper Bunny's first store, Sigi Skin launches new skincare”. The Straits Times. October 14, 2021. Accessed 13 June 2023.
  9. Middle Class. “Starbucks Halloween Collection Now Available, Has Spook-A-Ccino And Merchandise Collaboration With The Paper Bunny”. Middle Class. n.d. Accessed 13 June 2023.
  10. Khua, Kelly. “From hoodies to caps, shop these Vogue-exclusive pieces from The Paper Bunny and Dirty Manners”. Vogue. October 12, 2022. Accessed 13 June 2023.
  11. The Paper Bunny. “The Paper Bunny”. Facebook. October 17, 2021. Accessed 13 June 2023.
  12. Yeo, Jade. “Superga x The Paper Bunny Collection Has Star-Speckled Sneakers For Your Whole Fam Bam”. ZULA. March 23, 2020. Accessed 13 June 2023.
  13. The Paper Bunny. “The Paper Bunny”. Facebook. May 31, 2019. Accessed 13 June 2023.
  14. The Paper Bunny. “The Paper Bunny”. Facebook. July 13, 2018. Accessed 13 June 2023.
  15. thepaperbunny. “thepaperbunny”. Instagram. July 21, 2016. Accessed 13 June 2023.