Case Study

FLEUR DU MONDE

Celebrating artisan flours from around the world.

Intro

HOW WE WENT
FROM FLOUR
TO FLEUR

Since 1995, Lynne and Ken Bayer have been sourcing the best quality artisan flours made from family farms around the world.

While working at a small “boulangerie” in Paris, Lynne and Ken instantly bonded over their shared passion for cooking and the old-world style of craftsmanship that they had experienced during their travels. From this, Fleur du Monde was born. Now, they dedicate their lives to sharing the amazing quality and care that goes into these small-batch flours, grown on family-run farms all around the world.

Fleur du Monde needed to update and elevate their brand identity and shelf presence to really tell the story of the exceptional, high quality flours that they source.

the goal

Change the way people think about grains.
To stop viewing flour as a “one-size-fits-all” bulk product and learn to appreciate how truly unique they all are.

Details

ALL GRAINS ARE
NOT CREATED EQUAL

Challenge

Develop a brand identity and packaging that brings modern approach to ancient grains.

We needed to highlight the individual grains, as well as the farms that they came from, and educate consumers about where they are sourced from and how to best use them.

Their Brand/Word Mark should combine old-world traditions and modern, simple design
The packaging design must be clean and informative, but also approachable
Packaging must clearly state the type and origin of the grains
Must include the flavor characteristics and protein content
The different grains should be easy to differentiate from each other

process

It all starts with the story…and a lot of grain research. We needed to not only understand where the grains came from, but to understand where the Bayers came from and what their brand was all about. What does the consumer need to know and how other products in the market positioning themselves? What do people think about when they hear the word “grains”? From there we sketch and revise, then sketch more and revise again.

We realized that there was space for Fleur du Monde to be premium, yet approachable. Educational, yet fun. They could be special enough for a gift, but also something that an aspiring baker would want to have on their own shelves.

Try Fleur du Monde and “taste the difference that quality makes“.