Our task was to create a packaging design for a line of flour that would be introduced in Germany, Czech Republic, and Slovakia, with the potential for expansion to other European countries. The design needed to be neutral, without any reference to specific cultural motifs, while also standing out from traditional packaging and highlighting the product.
Our product line includes two types of flour: 450, which is a coarse flour suitable for baking cookies, muffins, croissants, and other similar baked goods, and 405, which is a delicate, medium-ground wheat flour ideal for making airy muffins and cakes. To ensure clear communication with our customers about the purpose of each product, we have implemented a two-level differentiation system that includes color coding and images of the finished products that can be made from each type of flour.
For wholemeal flour, we chose a chocolate brown color associated with grain, bran, and naturalness. The purpose of the flour is illustrated with the final product - cookies, and a proven recipe is included on the package.
For wheat flour, we chose a deep blue color to emphasize its airiness and lightness. A sponge cake image is also included to inspire consumers to make culinary achievements.
The font used in the product name was chosen to resemble the texture of flour, with small speckles that resemble spilled flour.
At the bottom of both packages, there is a distinctive white part designed to resemble sprinkled flour.
