Baking love

Aurora is a long-established company which stands for a large selection of first-class varieties of flour. A high-quality design and a strengthened differentiation of the range of flours are intended to make Aurora first choice and faciliate consumers choosing its products at POS.

Packaging design for Aurora before and after the relaunch by design agency HAJOK

Listen

Aurora has a very wide range of products which can quickly overwhelm an increasingly younger target group with little baking experience. A clearly understandable navigation of the flour range at POS should provide a better overview while at the same time achieving more focus on quality.

Understand

Communication at POS should be as simple and as quick as possible. Thus the integration of a differentiated colour coded system seemed the obvious approach. In dialogue with Aurora and assisted by consumer tests, we were able to clearly understand how to make the products more accessible.

Create

The central element is the colour coded tag: important information can thus be conveyed at a glance, easy to understand and clearly communicated. The hand-written variant information and the increased percentage of yellow on-pack give the design a sense of authority, warmth and quality.

Facts & Figures

Relaunch of the Aurora flour range
Concept development
Design development
Photo shooting
Final Artwork

Special features

With a great deal of attention to detail, the special features of Aurora flour products have been highlighted to emphasize the tradition and quality of the products.