STORY: Doves Farm rebrands

Organic flour brand Doves Farm has rolled out a striking brand refresh across its range of award-winning organic flours, biscuits and baking essentials.

The revamped look is Doves Farm’s first in over five years and the contemporary new design “is intended to reflect the joy many home bakers associate with baking and communicate clearly the brand’s organic credentials, whilst increasing brand stand out on shelf and online”, it said in a statement.

Doves Farm’s Everyday Flour range has seen a fresh, bright colour palette adopted “which is sure to stand out, alongside quirky, modern illustrations of delicious bakes aimed at intriguing bakers”.

Its successful Ancient Grains flour packs now feature on-pack illustrations from the natural world such as bees, butterflies and various ancient grain varieties emphasising their organic nature. A new logo in a clear and contemporary font boosting brand recognition is found across all packs.

Clare Marriage, Doves Farm founder, said: “As pioneers of organic and the first brand to re-introduce ancient grains such as spelt to the UK, we are really excited to reveal this bold new design direction.

“Our new look is a vibrant, modern celebration of home baking and organic, and the joy that is associated with both – we are thoroughly excited to add a little bit of colour to the baking category!”

The new look will hit shelves this month and coincides with the launch of a new product – Organic Coconut Flour. “Made using the finest sustainably grown Sri Lankan coconuts”, the new flour is Soil Association organic certified, Vegan Society certified, high in fibre and protein, and gluten free.