'Flour to the People' is a Pun on a Popular Saying

When James Grant was asked to design a packaging and overall concept for flour, a popular pun came to mind: "power to the people," and thus 'Flour to the People' was born.

The packaging keeps with this power-based aesthetic, featuring a clenched hand on the front which signals strength. Considering flour is used for so much when it comes to baking, it's a surprise that not more branding has been done on the product. Many packages look the same, so it's a relief to see flour packaging done in such a distinct manner (with a memorable name too). Behind the hand there are several lines drawn that resemble sunlight shining over a mountaintop in the early morning.

This design is sure to make people think differently about flour, and not accept it as just an average baking staple.