Every month, the Impossible Marketing team steps away from our desks for a little team bonding. This October, our destination was simple, delicious and conveniently close: a short walk from our office to Birds of Paradise at Craig Road.

Birds of Paradise isn’t just a great place for dessert. They’re also one of our clients, making this visit a chance to spend some time with a brand we know well online, and experience it for ourselves.

Meet Birds of Paradise

Founded by Edwin Lim in Katong in 2016, Birds of Paradise is a botanical gelato boutique inspired by fruits, flowers, herbs and spices, with a particular focus on flavours rooted in Southeast Asia.

The result is gelato that lets its ingredients take centre stage, with distinctive flavours that are fragrant, balanced and not overly sweet.

That level of thoughtfulness extends to the process behind each flavour. The team’s Coconut Sorbet, for example, reportedly took close to three years and nearly 20 iterations to perfect. It’s the kind of attention to detail that makes the brand stand out, and something we appreciate as a team working alongside them.

A scoop worth the walk

The flavour list feels like a walk through a garden. There’s White Chrysanthemum, Peach & Rose, Strawberry Basil, Earl Grey & Lemongrass, Sea-Salt Hojicha and Pandan, alongside favourites such as Pistachio and Midnight Gianduja.

And then there’s the signature thyme-infused cone.

The cone is so fragrant that it is baked in a separate room to prevent its aroma from drifting into the rest of the kitchen. It’s a small detail, but it captures what Birds of Paradise does so well: taking something familiar and giving it a thoughtful botanical twist.

The brand has also been recognised with a Michelin Plate, reflecting the care that goes into its flavours and overall experience.

Our afternoon at Craig Road

The Craig Road outlet sits in a charming shophouse in Tanjong Pagar, just a short walk from our office. This time, we weren’t there for a meeting or campaign discussion. We went as customers.

We queued up, picked our flavours and tried a few things we’d previously only seen through a screen.

We spend plenty of time with Birds of Paradise through content, campaigns and conversations. Experiencing the brand in person is different. You see the space, interact with the team, try the products and get a better sense of what customers experience when they walk through the door.

For us, that’s valuable. The more we understand the businesses we work with, the more thoughtfully we can tell their stories.

Seeing the people behind the brand

It’s easy to think about a brand in terms of content calendars, campaigns and engagement numbers. Spending time at the outlet is a good reminder that there is much more behind the work.

There are people developing and perfecting each flavour, a team serving customers every day, and regulars who keep coming back because they enjoy what the brand has created.

That’s what we enjoy being part of. Behind every logo, campaign and social post is a real business with real people and a story worth telling.

Going the extra scoop for our clients

Supporting our clients doesn’t stop when a campaign goes live.

Whenever we can, we use our monthly team bonding as an opportunity to visit and support the businesses we work with, whether that’s over a meal, a coffee or, this time, a scoop of gelato.

It’s a small gesture, but it keeps us connected to the brands we work with beyond the brief. It gives our team a chance to experience them as customers, appreciate the work happening behind the scenes and simply show up to support them.

A big thank you to the Birds of Paradise team for having us. Here’s to great partnerships, happy teams and many more client visits to come.