Ramlösa Kvarn by Amore, Sweden17 June,2016
Opinion by Richard Baird.
Ramlösa Kvarn is a family owned business that has been grinding flours for Swedish bakers since 1973. The company are flour experts, working to create a range of artisanal products specifically for breads, pizzas and pastry, and taking flours that were previously a professional secret and branding and packaging these for the broader consumer market. This branding and packaging was reworked in 2016 by Scandinavian graphic design studio and packaging specialist Amore, who replaced a tired and familiar design approach with one of distinction and individuality.
Amore’s packaging work for Ramlösa Kvarn does a good job of expressing the nuance of what is largely perceived as a basic ingredient. Where professional bakers understand these subtle differences, the characteristics and flour profiles that make particular varieties better-suited to specific baking tasks and products, within the consumer market, require clarity and emphasis. Calling out these differences is a good strategic foundation from which an interesting and communicative visual expression has been developed.
Where often there is a favour for the utilitarian, Amore’s use of colour and type functions well to express the individual and disparate qualities of each flour quickly, with copy building on this with specific insight. These are linked by consistent layouts, a simple sans-serif logotype, and the very current monolinear qualities of a windmill logo, a particular highlight.
The choice of type, colour and material effectively move between tradition and modernity, hand craft and robustness with plenty of room for further communicative variation and aesthetic impact. Continuity between packaging and website is neat, with the latter really building out brand with photography, product insight, recipes and company history.
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