Mortons Flour

A fresh look at a traditional flour brand

Mortons Flour is a quality, heritage brand, who began milling flour in 1835. Our task was to re-position and re-brand Mortons, as a relevant and leading premium flour, while also actively targeting a younger audience.

Having fully immersed ourselves in the history, core brand values and product quality, we developed a new brand strategy and positioning. To inspire new audiences to engage with a traditional product, a new style and tone was established, including a series of playful pack illustrations – showcasing a range of baking scenarios from cakes, pies, pizza dough to soda bread.

We combined illustration and photographic collages to create standout and encourage shoppers to discover (or rediscover) the joys of home baking.