Allinson is a British brand of flour, owned by the Silver Spoon Company, which in turn is a part of Associated British Foods. This month, a new package design for Allinson Flour was unveiled, created by package design agency Family (and Friends).
The agency were appointed for its work with Allinson Bread in 2011. Allinson Bread and Allinsons Flour are owned by different companies within the same corporation and have until now been independently branded. This exercise brigs them closer by giving the flour range the same signature wordmark as the bread range, as well as a very similar windmill icon.
The packaging still differs from the bread range, adopting different simple patterns that livens up the flour sacks.
The previous packaging was introduced in 2007 and designed by Ziggurat Brands. It aimed to rejuvenate the flour sector by putting emphasis on the craft of baking and the brand's heritage.
This redesign has already been covered extensively by other publications, I'd recommend Design Week and The Dieline if you want to find out more.