Joannusmolen
re-branding
Strategy
Brand identity
Copywriting
Logo design
Packaging design
Organic food brand Joannusmolen wanted to move from specialized organic stores to mainstream supermarkets. Joannusmolen was the first organic flour producer in the Netherlands in 1982, but remained invisible to the new conscious consumer for a long time. About time for them to take advantage of the expanding organic market. The Projects conducted market research, sharpened the core values, came up with the new payoff 'Food lovers since 1982', wrote the new brand story and all product texts, designed a new visual identity and established a solid basis for the five main product lines.
With the abstraction of the 'grooves' in a millstone, the new logo subtly hooks into Joannusmolen's origins as a miller and emphasizes the artisanal and authentic character of the brand. Patterns of various grains and ingredients playfully refer to the manufacturer's core products. With their new brand identity and packaging design for organic plant-based meals, plant-based snacks, organic breakfast products and baking products, Joannusmolen is now ready to conquer the world. Not only will this make you happier and healthier, Mother Earth will thank you too. As we say on every package: 'Happy people, Happy planet'. And a very happy customer :)