Doves Farm has unveiled a striking contemporary new look across it range in what is its first brand refresh for over five years.

Designed to reflect the joy that baking brings to many home bakers as well as clearly communicating the brand’s organic credentials, the design aims to ensure the brand stands out on shelf and online.

Doves Farm’s Everyday Flour range has seen a fresh, bright colour palette with quirky, modern illustrations. Its Ancient Grains flour packs feature on-pack illustrations from the natural world such as bees, butterflies and various ancient grain varieties. The packs also boast a new logo in a clear and contemporary font to boost brand recognition.

“As pioneers of organic and the first brand to reintroduce ancient grains such as spelt to the UK, we are really excited to reveal this bold new design direction,” explains Doves Farm founder Clare Marriage. “We know the primary reason people up and down the country bake is for enjoyment, but the home baking category can seem quite traditional to those browsing the flour aisle. It’s also clear people are increasingly looking for foods which have been sustainably produced, such as those with an organic certification.

“Our new look is a vibrant, modern celebration of home baking and organic, and the joy that is associated with both – we are thoroughly excited to add a little bit of colour to the baking category!”

The rebranding will be supported by advertising, PR and social media activity.

The change of style coincides with the launch of a new Organic Coconut Flour, made using sustainably grown Sri Lankan coconuts. The flour is Soil Association organic certified, Vegan Society certified, high in fibre and protein, and gluten-free.

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About the Author

Jane Wolfe

Deputy Editor
Natural Products News deputy editor Jane Wolfe re-joined NPN in 2013 having previously worked for the magazine as a sub and freelance journalist from its Steyning beginnings.

Articles by Jane Wolfe
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