Champion Flour has been producing flour for both professional and amateur bakers for over 160 years. It's acquisition by a global food company was the impetus to re-invigorate the brand strategy and in-turn, the brand identity.
The strategic process uncovered the need for a new brand architecture and associated product matrix in order to assist in trade selection, shelf navigation and to stand out amongst competitors.
An updated wordmark — a considered evolution rather than a revolution — was paired with a new type and colour system to achieve this. Packaging files were set up and tested, and with the packs now on shelf, the brand is poised to enter a new phase of growth.