Unimills wanted to turn their commodity flour into a leading branded product. They worked with CG to develop the Babiččina volba brand through an in-depth study of flour's cultural relevance and the target audience. CG gained a clear picture of the brand and tested original design concepts, adjusting fluidly between groups. They developed the chosen iconic grandmother concept further by selecting the right illustrator and optimal layout. The brand aims to encourage baking, cooking and enjoying meals.

1. Turning a
commodity into a
leading brand
The Babiččina volba journey

2. Can a good brand bring profits back to the
flour game? Unimills wanted to find out.
It’s hard to imagine a product which better
epitomizes ‘commodity’ than flour.

3. Flour and its cultural relevance was studied in-depth,
leading to meaningful brand concepts.
Target audience
Creative conceptsPsychology of flour
Jana

4. Through this process CG gained a very clear picture of the brand
long before the design brief was written.

5. Original design concepts were tested using words and sketches, with the
ability to adjust on the fly between test groups. Development was very
fluid and responsive.
Chosen concept

6. Development of iconic grandmother
choosing the right illustrator
developing the best layout
1. 2. 3.
Grannie

7. Let’s bake, cook, and enjoy!