New look for Doves Farm

Doves Farm, the UK’s leading specialist miller, is introducing an even more contemporary design to its core range of organic flour, which will give it a stronger presence on the retail shelf, while remaining true to the artisan nature of the brand.

The redesign maintains the colour coding of the old packs, but now features a more subtle pallet of pastel colours with pen and ink wash illustrations, which give creative and visual cues to encourage people to engage with baking.

Clare Marriage, CEO and joint founder of Doves Farm, comments: “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.”