You may notice that the numbers of plain cardboard cartons have increased amidst the specialty and health food sections of grocery stores. Laucke Flour packaging follows this shift towards a much earthier appearance, with the aim of capturing the attention of natural cooks.
To the consumer, the use of unprinted brown card and the limiting of dyes and inks often references a certain care of the environment or the organic purity of the ingredients inside. Its simplicity and minimally processed appearance may also suggest a certain degree of hand harvesting, preparation and wrapping that communicates top quality.
For all of the aforementioned reasons, Black Squid Design's revamping of Laucke Flour packaging means that it matches the craving of proficient and professional bakers, who are of course the target consumers of the product.