Hayden Flour Mills Packaging Part 2

This is Part 2 of my packaging project for Hayden Flour Mills, for Part 1 click here.

After I completed the initial research of the market and brand, the next step was to design the logo for the package. First thing I did was create a list of keywords of what I want the branding to convey: artisan, historic, local, organic, heritage. I then proceeded to sketch a couple pages of thumbnails trying to figure out the overall look of the logo:

Once I had an idea of which direction I was headed I went into illustrator to mock up the most promising ideas.

I had played around with using either the mill or Hayden's portrait as part of the logo. I was told that not many people recognized the mill on the current packaging and Hayden's image puts forth a vintage feel to almost any viewer, so I pursued that avenue.

I then presented the folowing logo to the class:

Upon recieving feedback, I experimented with the formatting of the logo:

Some final refinements:

Current logo:

I also have been working on the form of the package and the graphics that go on it. I will get that posted once I have the opportunity to photograph my study models.