Challenge: Create an artisan flour line within the broader flour portfolio. Specialty flours may not have high sales volume, but strengthen the brand’s position as the premium, high quality baking company, drives differentiation from competitors, and creates opportunity to gain new distribution channels.

Solution: Working within the master packaging architecture, created a distinctive design that reinforces the premium, artisan, and hand-crafted nature of the products with custom watercolor illustrations and serif type. Visual cues are easily scannable and highlight the unique product attributes. Specialty flours sit cohesively with other product lines and allow for movement between direct and wholesale channels.

Design: Alana Park
Illustration: Natalia Hubbert
Photography: Erica Allen, Rick Holbrook, Liz Neily, Kristin Teig
Food Styling: Catrine Kelty, Liz Neily