Challenge

Atlas Mills, a part of Besniku Shpk, is a well-known leader in the Albanian flour market, with a flour that meets the highest standards of sustainability quality.

Atlas company trusted this project to Pointer agency in collaboration with our studio to perform the rebranding of their brand, which they will later apply to the new line of Atlas flour products. The other task was to create packaging that would stand out from competitors. The new product's packaging should be expressive and at the same time to convey the value of a premium product.

Solution

We started our journey with the redesign of the logo, drawing inspiration from the original concept. Reshaping the structure of the Atlas symbol, our aim was to enhance readability. We meticulously selected a bolder font, personalized it to align seamlessly with the brand's language, and infused it with a fresh, captivating essence.

After studying the market, we decided that the packaging should have a rich eye-catching colors, accompanied by images that would connect the consumer with the past, touching them emotionally. For this images we have capture objects from the past, that were very popular in everyday life like the “Little Bear Toy”, or “The Eagle Plant”, or the symbol of the “shield of “Illyrians” descendants of Albanians ect.

To create a stronger connection between the product and the consumer, we decided to incorporate images that were prepared with atlas flour dough. The consumer will not only be attracted by the colors, but also they will be more deeply connected to this nostalgic packaging, turning their passion for cooking into a masterpiece.

Every element meticulously incorporated into the packaging of Atlas flour embraces a minimalist design ethos. With a deliberate focus on the crafted forms derived from the flour, we impart a distinct feel that resonates with the essence of a premium product.