Allinson Flour rebranded by Ziggurat consultancy

Since the turn of the 20th century, Allinson’s milled flours and baking ingredients have been staple ingredients in the good cook’s pantry. Its founder, Thomas Allinson based his business philosophy on the basis of good nutrition, consistent quality and craftsmanship.

Ziggurat has rationalised the brand and segmented the flour ranges to differentiate the various types of flours for their specific bread-making and culinary uses. The strategy behind the revised branding is intended to create a strong visual identity that is quickly recognised by retailers and easy to navigate by consumers. The result is an attractive, desirable range that every cook wants to use and is proud to display.

A subtle, collective colour coding ensures immediate on-shelf impact for the Allinson range within the home-baking category, whilst helping the consumer to find a specific flour type. The brand’s logo type that originally appeared in press advertisements in the 1920s takes hero position on pack, with stylised wood cut illustrations to emphasise the product’s natural purity and quality.

Within the different flour types, Ziggurat uses graphics relating to farming and milling for the Premium and Speciality flour groups, retaining Allinson’s iconic windmill as a secondary signature for the most popular Strong White variety.

For the Culinary wholemeal flours, the familiar associations for plain flour (red type) and self-raising flour (blue type) remain. The colour palette, which is inspired by popular ‘heritage’ paints, appeals to the target consumer. Market research revealed Allinson’s loyal consumers as predominantly female, skilled cooks and sophisticated ‘foodies’ with a keen interest in the origin of their food.

The resurgent interest in home baking – driven to some extent by the demand for domestic bread-making machines – has rejuvenated the flour market, creating opportunities for specialist brands and associated products.

Allinson Yeast is a good example, being an essential baking ingredient and Allinson’s customers will enjoy a sense of reassurance for the quality of the branded product. With a broad product portfolio it would be easy to complicate and confuse the consumer. However, Ziggurat has rationalised Allinson’s presence and position. In every aspect, without artifice, the new branding emphasises the wholesome qualities of Allinson’s established and respected credentials.

Comment from Amber McNaughton, Allinson Flour Brand Manager: “Our challenge is to inspire and lead the revolution back into home baking through a new packaging range for Allinson Flour which is contemporary yet retains a traditional ‘from the mill’ feel.”

“It was a fascinating challenge to engage with a brand that has such a strong heritage,” comments Kellie Chapple, at Ziggurat. “We had to emphasise Allinson’s core values and understand the conventions that cooks automatically recognise, whilst simultaneously helping Allinson to perform in a dynamic market where new competition is emerging.

“In-store we have helped with the category management to create a consistent (and easy to display) brand identity. In the home, the individual packs resonate with cooks, and the overall aesthetic appeals.

“Hopefully longstanding consumers, experienced cooks as well as novice bakers, will be proud to display the packs instead of hiding them away. Our approach to this project was underpinned by Ziggurat’s determination to deliver ‘meaningful change’, so that the brand builds an enhanced position and the packaging improves its sales performance.”