The briefing: “We need extensive re-branding and a new packaging of a traditional, and well respected in Greece, series of flour products known as “Mills of Saint George ”
The target consumer: Adult consumers of any age who either knew the product or are now introduced to it.
The design: Faithful to our approach of an “honest” design we moved away from the existing packaging approach and started by designing a new logo that references the name of the brand with deliberate economy of means and simple outline. We were inspired for our packaging concept by a phrase used for the most popular type of flour which is taged as “suitable for all uses”, and our client’s control process known as “experimental bakery”: we actually baked a series of dough shapes using the flour “Mills of Saint George” outsourcing the creative input of sculptor Martha Foka. We photographed and let their appetizing images (dough shaped as a moulding tool, as kneaded sweets, pizza slices, angel cookies) become the basic argument of our design as they are layed on monochromatic backgrounds of soft and soothing hues. In the very choice of shapes and images flour is an ingredient that is a basic tool for easily malleable and tasty foods, a precious nourishment, the stuff of dreams, a critical component of the joy that friends share and the memories families share.
目标消费者：任何年龄的成年消费者谁知道该产品或现在被介绍给它。
设计：忠实于我们的“诚实”设计方式，我们摆脱了现有的包装方式，并开始设计一个新的标志，引用品牌的名称，故意经济的手段和简单的轮廓。我们受到我们的包装概念的启发，被用于最受欢迎的面粉，被称为“适合所有用途”，我们的客户的控制过程被称为“实验面包店”的短语：我们实际上用一系列面团形状使用面粉“圣乔治米尔斯”外包了雕塑家Martha Foka的创意投入。我们拍摄并让他们的开胃的图像（面团形状作为模制工具，如捏糖，比萨片，天使饼干）成为我们设计的基本参数，因为它们铺设在柔软和舒缓色调的单色背景上。在形状和图像的选择中，面粉是一种成分，它是一种易于延展和美味的食物，珍贵的营养，梦想的东西，朋友分享的喜悦和记忆家庭共享的关键组成部分的基本工具。
