Visual language

The Millé packaging celebrates the brand’s ethos–Good for you, Good for the Planet. The impressionistic character of the illustration style brought a touch of flair to the whole brand language system with its lively, uninhibited and abstract nature. The photography style meanwhile focussed on making the food look wholesome, healthy and delicious - since they were the hero of our packs. We combined this with a modern and condensed typography family with narrow widths for effective use of space in the packs and to bring in a sophisticated balance to the visual language.

Logo

The Millé logotype was designed to have a hand-lettered look with a touch of ‘imperfection’ that evokes a more natural and authentic appearance as opposed to a machine-made, precise look; which also ties in seamlessly with the ethos of the brand.

Packaging

The illustration for Grains took an abstract, textural and evocative direction using earthy-greens and yellows with brush strokes–a call back to fields and origins of the Grains themselves. The baked goods range was a fun set to do as we worked with the illustrations in a textural fashion to create a family of packs with ‘lightness and joy’ in mind.

The baked goods range (Pancakes, Cakes, Brownies)  was a fun set to do as we worked with the illustrations in a textural fashion to create a family of packs with ‘lightness and joy’ in mind. A similar look carried forward into the breakfast cereal range where we wanted to evoke the feeling of warmth and nourishment one might associate with morning sunshine.

The Flour packaging set was designed as a landscape in a nod to the provenance of the product. The landscapes envelope every side of the pack. A key challenge was to create a visually compelling backdrop without interfering with the key product information important to the brand’s customers.