The UK’s favourite organic flour brand Doves Farm* has rolled out a striking brand refresh across its range of award-winning organic flours, biscuits and baking essentials.
The revamped look is Doves Farm’s first in over five years and the contemporary new design is intended to reflect the joy many home bakers associate with baking and communicate clearly the brand’s organic credentials, whilst increasing brand stand out on shelf and online.
Vibrant, friendly and with a natural feel, the new packs are expected to appeal to a wide range of consumers, speaking not only to those looking for high quality baking ingredients made with a concern for the planet – but also a new generation of bakers, who love to share their baking creations online, and are seeking out purposeful brands with inspiring packaging.
Doves Farm’s Everyday Flour range has seen a fresh, bright colour palette adopted which is sure to stand out, alongside quirky, modern illustrations of delicious bakes aimed at intriguing bakers. Its successful Ancient Grains flour packs now feature on-pack illustrations from the natural world such as bees, butterflies and various ancient grain varieties emphasising their organic nature. A new logo in a clear and contemporary font boosting brand recognition is found across all packs.
Clare Marriage, Doves Farm Founder, commented:
“As pioneers of organic and the first brand to re-introduce ancient grains such as spelt to the UK, we are really excited to reveal this bold new design direction. We know the primary reason people up and down the country bake is for enjoyment, but the home baking category can seem quite traditional to those browsing the flour aisle. It’s also clear people are increasingly looking for foods which have been sustainably produced, such as those with an organic certification. Our new look is a vibrant, modern celebration of home baking and organic, and the joy that is associated with both – we are thoroughly excited to add a little bit of colour to the baking category!”
The new look will begin to hit shelves in March and the launch will be supported by advertising, PR and social media activity.
The change coincides with the launch of a new product – Organic Coconut Flour. Made using the finest sustainably grown Sri Lankan coconuts, the new flour is Soil Association organic certified, Vegan Society certified, high in fibre and protein, and gluten free.