Featured image for Carr's Flour

Carr's Flour

by Elizabeth Freeman on 06/26/2014 | 2 Minute Read

Carr's is a company that produces one of the most popular and high quality line of flours used throughout the United Kingdom. Although well-known, Carr's sought to stand out visually among their competitors and teamed up with Nicepond to develop a stronger brand image for the company. The result? A successful design that maintain's the tradition of flour packaging and uses bold background shapes to accentuate and bring a radiance to the already beloved product. 

"Since 1836 Carr’s have sought the finest wheat from across the globe and Carr’s flour is found in trade and artisan baking throughout the UK. On the supermarket shelf, Carr’s flour lacked impact. In a fragmented and very competitive market, the look and feel of the brand did not convince consumers of the company’s fine heritage, great quality and modern approach.  Carr’s commissioned Nicepond to review their brand and to develop a stronger more confident brand story and create a striking on-shelf appearance to reflect the premium product inside the bag. 
The packaging uses bold color cues with a strong background image of an ear of wheat symbolizing the purity of the product, coupled with modernity. The ‘Tried & Trusted Since 1836’ stamp confirms Carr’s heritage and artisan bakers’ esteem for the product. Images of baked items that can be made with the flour give a warm, human touch as well as providing useful cues to help with product selection."
Editorial photographEditorial photograph

Designed by Nicepond

Client: Carr's

Country: United Kingdom