Woman Owned Business - Branding Case Study

Certified Woman Owned Flour Mill Sifts through the Brand Clutter

Augusta Mills Baking Flour is a retail brand born of a 4th Generation wholesale milling company in Augusta, Michigan. The woman-owned, family, and community focused, mother company, Knappen Milling has provided soft wheat flour for major breakfast and snack foods manufacturers for over four decades. During the COVID 19 stay home mandates in Michigan grocery store flour shelves were empty. Knappen Milling rose to the cause and quickly produced packaging, received approvals and determined logistics to help the great mid-Michigan community. The feedback was positive and it was determined that the new store brand would be named after the community that has served it so well.

Outcomes

A contemporary logo, package and messaging that worked in conjunction with the current Knappen Milling brand was desired.

  • Professional logo consistent with Knappen Milling Company brand visuals
  • Vintage and traditional style visuals resonate with a new generation of home bakers while honoring the past
  • Corporate values of community, family, and love, communicated in all messaging.

Challenges

One of the main challenges was timing. We worked through the pandemic attempting to source unique packaging that was suitable for retailer shelves. Retail grocery was a new market for us that required more package research as well as FDA approval for all labels. Baking Flour is a distinct product many bakers and retailers have not heard of.

Women Supporting Women

Solution

The Augusta Mills logo resembles a traditional seal that incorporates the same contemporary wheat graphic and brand colors used for the Knappen Milling Company corporate branding. The solid traditional seal speaks to the longevity of the family mill and the abstract wheat graphic brings a current up-to-date contemporary appeal and quickly identifies it as a wheat product.

Use of a Kraft paper sealable bag continues the down-to-earth, home made feel that was desired to speak to new bakers wanted a touch of the past. Nutrition labels were reviewed and approved by FDA and included on the back of each package. The story of the Knappen milling family along with the corporate values are included on each bag. An educational approach has been taken in all promotions including social media posts that offer baking tips and sample recipes on the website for bakers to follow.

  • Product Logo
  • Packaging
  • Sales Kit / Photography
  • Website Design
  • Promotional Campaigns
  • Social Media Management