GoodMills Group is the largest mill group in Europe, active in seven European countries. GoodMills Group operates in the B2B, B2C and HoReCa markets. The Group has decided to launch a homogeneous B2B brand for all its markets, both for traditional bakeries and the HoReCa segment.
A comprehensive project of brand development and packaging design of two product lines designed for traditional bakeries and the HoReCa segment. Both lines will be promoted under the GoodMills Professional umbrella brand, not only through the logotype used, but also through a similar visual language. At the same time, it is important to sufficiently distinguish the two lines, not only by the composition of the product portfolio, but also graphically and via appropriate naming of each of the lines. Several graphics solutions have undergone a thorough consumer test in three GM Group-serviced countries. Based on the test results, the clearly winning solution was selected, which subsequently underwent only partial graphic changes.
1. Line – Bakeries
Line Name – For Bakers
The dominant colour coding, the name of the flour and its number, which is very important for bakers, are complemented by a graphically simplified representation of the ear. A hand-drawn illustration of the landscape is used in the background to promote the atmosphere of tradition and the countryside. The "seal of quality" is another important design element, in which key benefits are communicated.
2. Line – HoReCa
Line Name – For Chefs
The dominant colour coding and the name of the flour are complemented by hand-drawn illustrations, which clearly communicate the kind of pastry for which the particular flour is ideally used. The "seal of quality" is another important design element, in which key benefits are communicated.