Design: Angelini Design
Location: Italy
Project Type: Produced
Client: Molino Casillo
Product Launch Location: Global
Packaging Contents: Flour
Packaging Substrate / Materials: Paper

Considering the growing demand for flour for at-home baking, Angelini suggested leveraging the favorable moment in mass market retail to relaunch the brand and its B2C market approach.

So, the agency’s art direction redesigned the product range destined to end clients, strategically reorganized into five families of premium and super-premium flours and semolina. Angelini Design’s creative concept had the primary goal of making the intended use of each type of flour clear from the first look at the packaging. Graphic design emphasizes the brand with a palette of light and pastel hues, while style solutions – such as the names spelled out vertically – are meant to stand out on the shelf, to set the brand apart from competitors and their usual imagery.

Lettering inspired by stencils evokes a wholesome world of tradition, tying in with the intense social media activity that allows Angelini Design to tell consumers about the history of Molino Casillo; the narrative continues on the back of the pack, with details about the ancient – and newly popular and appreciated – art of making and using flour.

The “Semole d’autore” product family was reserved a different design, with the name written almost like an autograph. This highlights the products’ premium quality, which Molino Casillo’s experts specifically fine-tuned to discover new and specific uses of durum wheat flour in consumers’ own kitchens.

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via Packaging of the World – Creative Package Design Gallery