Woodstock Flour – 1kg range

Woodstock Flour is stoneground, wholegrain and organic from the family farm of Courtney Young and Ian Congdon in New South Wales, Australia. Courtney and Ian sought new packaging for their range of flours that would communicate their vision to support the development of regenerative farming in Australia. They also sought to elevate their flour from the status of ‘commodity’ to ‘specialty’ and position their 1kg range in fine bakeries and grocery stores as a premium product.

The work created is encapsulated by the idea “Working with the Land”, which stems from the fundamental principles within the regenerative farming model. The concept is expressed through illustrations that depict collaborative flora and fauna and in messaging that honours and highlights people, places and grain species. The packaging expresses a genuine, wholesome and joyful personality that is aligned with Woodstock Flour’s ethos and communicates their real sense of commitment to their craft, community and land.