In 2021, G&Me were contacted by the baker Tara Taylor the founder of Good Grain Bakery goodgrainbakery.com to create packaging for her artisan, clean & allergen friendly breads. The original packaging was functional: a white printed label carrying the necessary information for a loaf of bread. Our job was to give Good Grain something that label couldn't — presence, personality and recognition.

The ambition was to get Good Grain's bread noticed and into more stores. Since then, the bakery has grown into organic food retail, online grocery and premium retail, including Whole Foods Market, Ocado and Harrods. Winning many awards along the way. The project becomes a story about building a brand for growth, not just redesigning a label.

The colour palette

The packaging

Starting with the existing logo, we developed a distinctive visual language built around organic forms, flowing leaves, tactile textures and a flexible colour system. We then translated that language across an expanding family of breads, from sourdoughs and tin loaves to bagels. The result was packaging that didn't simply tell shoppers that Good Grain was gluten-free. It told them that this was bread worth wanting.

Tin Loaves

Sourdoughs

Bagels

Good Grain is constantly evolving, adding new lines to their range. We are grateful to be part of their team and continue to work together when a new project is launching.