Creative Direction / Content Creation / Branding / Packaging / Website
Milled in heritage
Created from the void of Italian-quality flour produced in Australia on the local market, Molino Carrieri was started to solve an enduring problem in our local Italian cuisine. Seamlessly combining rich Italian culinary culture and the quality of Australian heritage grain, this brand has emerged as the sustainable alternative tailored specifically to allow kitchens to create the finest.
Challenge
Molino Carrieri had a clear brand vision but we needed to figure out how to make their personality stand out in a market that is already populated by well-established flour producers. The challenge would be to drive brand interest through a distinctive visual aesthetic that would let customers know exactly what Molino Carrieri stands for.
Result
Our first point of reference for the brand’s aesthetic was taken from classic cafe coffee roasters and the branding on their packaging. Historically, this branding was bland with limited options on the market. However, as the coffee market became more saturated, companies turned to branding that would act as business cards on the shelves.
The Australian flour market is yet to have its own branding revolution.
Because there’s no better time for creativity than now, we saw this as the perfect opportunity to disrupt the market with a bold, new personality.
While traditionally pizzaiolos have been secretive with the recipes and ingredients used to make the perfect dough, there is a greater focus on collaboration amongst younger pizza makers. Pizzaiolos and pasta makers should be proud of the product they’re using. Our aim was to design future-focused branding, made to be seen across the hospitality scene.
With a bold colour palette based on the client’s hometown of Roccadaspide, we looked to Italian futurism as our sounding board. Campari, Olivetti, Aperol. Brands with nostalgic yet timeless, eye-catching visual identities. We knew our design had to be unapologetic and striking. Created to stand out so customers would know the best quality flour is used to make the best tasting food.
