The Dieline: Myllyn Paras Flour

22.10.2013 The Dieline

Depot WPF uses hand drawn illustrations to emphasize tradition and history when designing the packaging for Finnish flour brand Myllyn Paras. Founded in 1928, Myllyn Paras has become one of the leading Finnish manufacturers of flour, flakes, grits, pastas, frozen doughs and frozen baked goods. It's name is the synonym of quality and tradition.

Globalization and high technologies have played a dirty trick with traditions, and it’s particularly obvious as far as agriculture and farming are concerned. — says Alexey Fadeev, creative director of Depot WPF. — Products lose their authenticity, attention to detail and personal touch. We face impersonality and “grey mass”. Myllyn Paras is a global company, but we believe that modernization can play on the side of tradition, not destroying, but keeping it. Our packaging design is to illustrate this safekeeping — both literally and metaphorically…

Designed by Depot WPF, Moscow
Creative director: Alexey Fadeev
Art-director: Maria Ponomareva
Account manager: Asya Drozdova