Brand strategy, naming, and logo design for an all new flour

Flourish logo design
Bay State MillingBrandingBrandingBrand StrategyLogo DesignVisual IdentityIndustryIndustryFood & BeverageDesignDesignPrimary logo typeface: CollierProject teamProject teamLevon KurkjianBrand Strategy DirectorEllery MooreyCreative DirectorEmily KnappArt DirectorCasey McGeeArt DirectorKim LêSenior Designer5xmore fiber and the same great taste

Brand strategy and creative services

During this brand strategy and creative services partnership for a logo design for a flour brand, we leveraged a wide range of our capabilities to create and build an entirely new brand for a well-established plant-based food ingredient supplier. Processes and deliverables are based on the Bay State Milling‘s unique needs and situation. As part of the project, we worked on:

  • Brand Strategy
  • Naming
  • Logo Design
  • Brand Book
  • Packaging Design
  • Copywriting
  • Photography Art Direction
  • Infographics
  • Website Design
  • Amazon Graphics
  • PowerPoint Template Design

Bay State Milling

Bay State Milling is a 150-year-old, fourth-generation family business dedicated to supplying grain and plant-based ingredients which promote the growth of healthful and affordable food choices. In continuing to find new ways to deliver on their mission and to help address the significant fiber gap in the American diet, they carefully and thoughtfully developed a supply chain, over many years, for a better-for-you, all-natural, high-fiber wheat flour. And, Bay State Milling asked for our help to bring this exciting and important new ingredient to market.

Flourish packaging
Flourish packaging

Brand Strategy & Naming

We began this journey of logo design for a flour brand by building a strong foundation in brand strategy that would serve as a guide for all future design and development. We conducted extensive competitor research, interviewed several internal team members, studied prospective market segments, and facilitated a series of thought-provoking brainstorming workshops with over ten members of the leadership team. After synthesizing everything we learned we were able to clearly articulate the new brand’s higher purpose, persona, target audiences, and key points of difference. We also wrote a series of messaging platforms that captured the positioning of the brand in the most appropriate voice and tone.

Leaning on our brand strategy discoveries, we were able to identify six different pathways or themes for coming up with a name for this new brand. We shared over 100 possible naming options – roughly twenty names for each theme and eventually selected Flourish. This name came up through the “better-for-you” theme and was very strongly aligned with their higher purpose of empowering wellness and wellbeing. It also had a fun connection to the “flour” product category, it felt very positive and optimistic, it had energy, and it passed the necessary screens for URL and trademark availability.

A strong foundation in brand strategy served as a guide for all design

Logo Design & Brand Book

We presented twelve first round logo options which represented the essence of the brand and the brand name in many different ways. In the end, the final logo was selected because of its clear and important connection to their wheat fields, its warmth and approachability, and its uniqueness. We also designed a comprehensive brand book that summarized all of the different final logo versions and usage guidelines as well as our brand strategy discoveries, the extended color palette, typography, and signature graphic elements.