Flour in Flavor

Pereg’s multi-purpose flour range brought an unexpected variety of ingredients to everyday baking: almond, coconut, chickpea, green pea, banana, teff, farro and purple corn. We created a cohesive packaging family that made those differences easy to recognize, with distinctive colors, ingredient illustrations and a custom typeface designed from scratch.

This was another chapter in our ongoing relationship with Pereg. Following our earlier work together, the company returned to us to introduce a new product line to the American market. With more than a century of experience sourcing natural ingredients, Pereg had a strong story behind its products. Our job was to bring that quality onto the shelf in a way that felt fresh, premium and immediately inviting.

The variety was the opportunity. Each flour came from a different ingredient, and each needed a clear identity within the larger family.

We assigned every SKU its own light pastel palette, then worked with related shades to build simple, slightly abstract illustrations. The aim was to capture the essence of each ingredient with as little visual explanation as possible. A pod and a series of circles suggested green peas. Layers of purple kernels and sweeping husks identified purple corn. Almond shapes, scattered grains and flowing leaves gave the other varieties their individual character.

The illustrations were minimal but expressive. Their shapes and arrangements brought movement to the packaging, making the ingredients feel lively and natural. Clean white space gave the artwork room to breathe, while the color differences helped shoppers distinguish one variety from the next.

We designed an original typeface specifically for the flour names. It gave the words themselves a recognizable personality, carrying the same character across Almond, Green Pea, Teff and the rest of the range. The flowing letterforms echoed the organic forms in the illustrations, while a consistent arrangement kept the information easy to follow.

Together, the typography and illustrations created a family resemblance strong enough to hold the range together, with enough variation to let every product stand on its own.

Transparent windows were integrated into the illustrated leaves and husks, revealing the flour inside. Its actual color and texture became part of the composition, connecting the ingredient pictured on the bag with the product a shopper would take home.

The system was designed to work at two scales: one bag needed to attract attention, and the full range needed to present a strong, coherent collection. Its restrained palettes, expressive illustrations and distinctive lettering gave Pereg the premium, ingredient-led character we wanted for the line.

For distributors and retailers, it presented a broad assortment with a clear visual structure. For shoppers, it made unfamiliar flours easier to identify and more appealing to explore. Pereg’s flour range reached retailers including Whole Foods, giving the products a place on shelves where this distinctive family of ingredients could be discovered.