Issue 17 – Flour

April showers bring May flour

Unbox Inbox is a weekly newsletter packed with packaging inspiration and observations

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A Flour Deep Dive

We’re back! After a two month “vacation” (vacation = a freelance gig with a dream client, Olipop). As you may know, I’m a freelance designer and art director with a mix of clients in the CPG, hospitality, and beauty spaces. Sometimes that work takes precedent over this, but it’s important to me to keep coming back here as often as I can. Partly because of the creative energy it gives me, but largely because of all of the incredible people I’ve connected with since starting Unbox Inbox. It’s fun to nerd out with people over shared interests! I’m currently taking on new clients, so if you’re in need of a creative to concept and build out a packaging system, design a brand from scratch, jump into an in-house team for a bit, or whatever else, reach out at hello@chloelist.com. I’d love to hear from you! I’m also eager to work with folks in the women’s health space, so consider this me putting that out into the universe.

Ok that’s enough self promotion for one email. This week we’re going down the flour rabbit hole! Why flour? Because I often find that the most mundane products have the most inspiring packaging. Staple products don’t need the “it” design agency to help them stand out–people are going to buy flour to satisfy that banana bread craving whether the bag would catch their eye at Happier Grocery* or not. I also have a flour client that shall not be named for the sake of this letter, so it’s been on the brain. I hope you enjoy this Flour Rabbit Hole, and if you do, consider doing that whole like, comment, share with a friend, subscribe thing. Thanks for being here!

*I was skeptical because people say it’s the Erewhon of NYC, but that place far exceeded my expectations when I went last week. Comment with your takes because I want to discuss.

1. Flour for the person who has a YouTube channel about baking and values accessibility from a trusted brand

You know what’s crazy? I was almost done sorting through all of these bags when I realized that I’d turned King Arthur and Bob’s Red Mill into one brand in my brain, and had forgotten to include one. I think what that means is those are the two main brands I buy when I’m loading up for my annual “Claire or Alison came out with a new cookbook” baking phase. They’ve been recommended to me many times, I trust them, and they’re easy to find. Some of the brands in here are definitely Big Flour, and similar to the Peanut Butter issue, there’s a consistent color palette. Can someone who is well versed in color theory/psychology unpack why they’re all so patriotic?

2. Flour for the person who drives to the country for the weekend and comes home with a bag of local flour

I spotted the below bag of Ballerina Farm flour in a YouTube video (by a tennis wag…), and it got me curious about what other smaller-time brands were doing with their packaging. I’m sure there are dozens more than you see here, but because they don’t have the budget for fancy product photography, they’re less visible online. Per usual, this assortment is my favorite because they feel timeless and trend agnostic. I especially love the type on Blue Bird and Snow Flake (the yellow “flour”!). Also the wholesome brand names–no made up words or words missing vowels here.

3. Flour for the person who went on a wild goose chase for graham flour after they read The Third Plate in 2017

You guessed it, I did that. I went in on an order from Anson Mills with my equally obsessed coworker (to save on shipping as one does), and made graham flour biscuits. They were delicious and I don’t remember what the bag looked like. All to say, the thing these bags have in common is maybe a smidge design-related, but it’s more so about their shared values (or in some cases, looking like they share them). Bob’s Red Mill is decidedly not in the first category, and I love their design system. It stands out amongst the red, white, and blue, and nods to the design sensibilities I love in the second category. Unified Mills was done by Polonksy & Friends so you know it’s good, and shoutout to Hayden Flour Mills for being the only well-designed flour I found that’s not in a bag! I struggled with where to put that one, because it just as well could’ve been in the above category.

4. Flour for the person who immediately cleans the flour cloud that lands on their countertop once they open the bag

If you don’t understand, you’ve never had black countertops. What I’m getting at is that all of these bag designs have a cleanliness about them, particularly the ones towards the top. They feel modern, like something you might see used as decor in an Italian restaurant with owners who were as excited about the interior design as the menu. In a strange way, some look more like coffee bags than flour bags–particularly those towards the bottom. And that’s not a bad thing! But it says something about how when form factors are similar across different categories, it’s often the artwork on pack that cues said categories.

Time Travel Time

I could cruise eBay all day looking at vintage packaging. As a designer, I’d love to time travel and watch the person who made these at work, sans Adobe Illustrator and all of the other design tools we’ve become so accustomed to these days. Also, I can’t get enough of these vintage flour canisters either: daisy, cottage, yellow.

all images from eBay

Chatterbox

This week we have the supremely talented

Gabby Lord

sharing a peek into the brands she regularly consumes and why. Gabby is one half of Super Keen, a branding studio specializing in strategy and design, with clients like Edible Schoolyard NYC, Jacky Winter, and Juni. She also writes OMGLORD which I find to be an incredibly valuable resource for designers–I always learn something new from it (check out her directory too). Now let’s get to it:

What are 3-5 items that are always stocked in your home?

Aquaphor Healing Ointment, Tide To Go Pens, Aesop Reverence Hand Wash, Tapatio Hot Sauce, Sodastream.

Why are you loyal to those brands or products?

Aquaphor and Tide Pens I only discovered when I moved to the US but I am obsessed with both and usually keep them both on me at all times. I’m a very dry skin girly and mostly wear white t-shirts…so I’m loyal out of effectiveness and necessity.

Aesop, I love the smell and little exfoliation beads. You just can’t beat the consistency and the experience in-store. I also love that it’s an Aussie brand that you can find all over the world.

Tapatio and Sodastream because everything tastes better when it’s a little (or a lot) spicy.

What was the last thing you bought because it stood out to you on the shelf?

A book called On the Necessity of Gardening because it ignores all graphic design “rules” in the best way.

What was the last thing you bought because someone you know recommended it?

Apple Ume Ginger Delights. The packaging is cute and compact to fit in a small handbag which I really like.

What was the last thing you bought because of an algorithm?

AG1 finally got me! I feel like once you turn 30 and all your ads suddenly become about supplements or Botox or some weird silicone shit to strap your face in while you sleep. Sigh.

Favorite place to shop irl?

I’m a real sucker for any type of craft or homewares store. Planet Modulor in Berlin will be in all-time fave. MoMA Design Store on a quiet day. Even Michael’s or Trader Joe’s for some random inspiration.

Favorite place to shop online?

IKEA because I find the in-store experience overwhelming and you always end up buying random junk you don’t need.

Someone is visiting where you live for a day, what are 3 musts?

I love my neighborhood so much it’s hard to pick only 3 but I’ll try! There’s always a rotation of coffee, pizza, and cocktails when someone visits though. I’d say grab coffee at Poppy’s to go and then walk along the Brooklyn Piers for lush greenery and city views. Pizza at F&F (I CBF lining up at Lucali) and they have a clam slice that goes hard (I know I know but just trust me). Then cocktails and music at Public Records which is a nice spot during both the day and night.

Thank you, Gabby!

Packing Peanuts

(Those loose leftover pieces at the bottom of the box)

If you’re someone who immediately transfers your flour from bag to reusable container, look at these beauties made by Cliick. Pancake mix made with ground popped popcorn (popcorn flour) that makes everything fluffier. Should we bring back advertising dolls, or is it best this trend has faded? A friend gave me this baguette barrette for my birthday and I’m obsessed (it came in a tiny bread bag!). But here’s a croissant claw or toast claw if that’s more to your tastes. If you’re looking for gluten free sourdough and desserts that are actually good, you must try Knead Love Bakery’s goodies-they ship nationally if you aren’t in NYC. Sarah and her team care so much about the regional flour and other ingredients they use, and are one of the things I miss most about living in the city.

If you made it this far, thanks for reading, I love you. If you’re feeling generous or inspired, please forward this newsletter to a friend and encourage them to subscribe too <3