Turning a commodity into a leading brandThe Babiččina volba journey

Can a good brand bring profits back to the flour game? Unimills wanted to find out.

It’s hard to imagine a product which better epitomizes ‘commodity’ than flour.

Flour and its cultural relevance was studied in-depth, leading to meaningful brand concepts.

Target audience

Creative conceptsPsychology of flour

Jana

Through this process CG gained a very clear picture of the brand long before the design brief was written.

Original design concepts were tested using words and sketches, with the ability to adjust on the fly between test groups. Development was very fluid and responsive.

Chosen concept

Development of iconic grandmother

choosing the right illustrator

developing the best layout

1. 2. 3.

Grannie

Let’s bake, cook, and enjoy!