Doves Farm reveals redesign

Doves Farm has introduced a more contemporary design to its core range of organic flours which, says the company, will give it a stronger presence on the shelf whilst remaining true to the artisan nature of the brand.

The redesign sticks with the existing colour coding but now features a subtle pallet of pastel colours with pen and ink wash illustrations to give creative and visual cues which aim to encourage people to engage with baking.

The new packaging debuts this month and will be seen on the following flours: Organic Malthouse Bread Flour; Organic Pasta Flour; Organic Plain White Flour; Organic Fine Plain English Wholemeal Flour; Organic Self Raising White Flour; Organic Self Raising Wholemeal Flour; Organic Strong White Bread Flour; and Organic Strong Wholemeal Bread Flour.

Commenting on the pack redesign, Clare Marriage, CEO and joint founder of Doves Farm, says: “Rather than using illustrations to depict a beautiful loaf of bread or cake, like the images featured in glossy magazines, we wish to be more reflective of the things we make at home which don’t always look perfect but are still really tasty. As the images leave room for interpretation we want to reach out to people on a more personal level and empower them to bake a creation of their own.”