Before starting the activities on the new logo and packaging, our initial work was to research consumers and their attitudes to flour for various purposes. An in-depth interview study was conducted with buyers of large Ukrainian retail chains in order to determine whether there is a demand for such flour, as well as to determine what types should be produced.

A nomenclature weakness was identified by the end of the consumer survey. In Cyrillic, the previous brand name could be read with the wrong accent, which influenced the perception of the product. The solution was to introduce the word “Młyn” into the logo, which is clearly associated with flour.

Based on the results of these two studies, a list of tasks for the designer was prepared: to create a modern logo that reflects the specific nature of the product and simple but clear packaging with clear markings.