The identity is based on The Little Red Hen, the children’s story of a hen who is able to teach herself the entire process of planting, harvesting, and grinding wheat in order to bake fresh bread. The Flour Mill embraces the amateur baker and the desire to bake for friends and family.

The Flour Mill packaging concept modernizes current flour packaging by making it easier to use while maintaining a recognizable and nostalgic aesthetic. The new form includes a spout for pouring, a tie for resealing, colorful type treatments for easy identification, and can be compacted for easy shipping. A stamp is used to educate the consumer about the best uses for each type of flour.