This is the final Hayden Flour Mills concept presented for my ASU packaging design class. I am still working with Hayden Flour Mills to create a label for their current in-store packaging.
With the logo finalized in the previous post, the next step was to decide on what form and materials I would use to contain the flour and grain. I began to sketch out possibilities for different containers thinking of unique ways to portray a vintage farm-grown feel.
I explored everything from milk and paint cans to flour sacks and cardboard boxes. Due to the fact that the flour is made fresh and spoils if kept too long, a small size is ideal. The 1.5lb size of their current bags favors a carton design. I decided to explore the this route and began to make paper models.
Pitcher shape for easy pouring of flour
Flip up lid for quick access
Milk carton design
I decided to use a container that allowed for pouring of flour into the lid, which was sized as a measuring cup, in order to give the package utility beyond being a simple container.
I wanted to have the contents be visible in some way to the consumer, so I included a window in the top so the customer could see the freshness and texture of the product. I also decided that a folded box could have flour sift through the corners, so I went with a rolled tube design instead.
Some preliminary mock-ups for graphics placement
Once I had the shape, I took the packages to the store and photographed them on the shelf to see how they looked next to similar products.
When I did this I realized that the package needed more visual impact on the shelf to stand out against its competitors. I continued to refine the text and placement and focused on a new color scheme.
After a lot of fine tuning in Illustator I created the final concept.
Sonoran Wheat Flour
Yellow Corn Polenta