HOLLI MØLLE organic flour


Holli_03_1_wmNorwegian design agency, Strømme Throndsen
, has developed the brand strategy, name, concept, packaging and
visual identity for this organic flour.

Mølle is a small organic mill in Eastern Norway, specializing in flour
production with the use of ancient and nutritious grain types. The
target audience is modern women who value health and nutrition and are
willing to pay extra for the safety and taste of organic flour, thereby
providing them with an extra feeling of love and care for their family.  

In creating the name, visual language and packaging for Holli Mølle, the following criteria were highlighted:


• The identity should be based on traditional and authentic values.

• The packaging should be environmental friendly, functional, flexible and efficient in production.

• The identity should challenge the existing visual language in the flour category.

result is a simple and unique graphical design, with fresh colours on
the labels as the only differentiator between the 6 variants. The
design communicates well with the target group, giving them a feeling
that the flour really is 'ground with love', as stated on the packaging
in the personal message from the owner, Trygve Nesje."

More after the jump.