Jytte is a Norwegian gluten-free mill established in 1985 with a range of 4 flours. The ambition was to create a platform that allowed to expand the portfolio and that would communicate the brands unique advantages like being an artisanal mill, the company heritage, the family and their know-how.

Throughout generations the family has kept their passion alive by developing recipes, sourcing ingredients and creating long-lasting relationships with the local community. Now they are starting to develop other gluten free products, so the new design needed to function also for other categories like breakfast flakes, grains etc.

Through a series of playful and truthful portraits of the people behind in the mill (family and employees from past and present) we are offering consumers a visual storytelling that communicates transparency and distinct personalities.

The illustrations are contemporary and clean, yet retro in a “line claire” style. The result is both sophisticated and approachable, charming and tasty while they visually connect the products to the world of food and baking. Inspired by the language of flour sacks we employed coloured stripes and numbering as additional differentiators to navigate the range.

The competition often uses more languages on the packaging which makes the readability difficult. By printing digitally we created a system where each market has its own language which allows us to have a generous font size. In addition we clarified the different types of baking, recipes, nutritional values and ingredients for each product. The packaging also tells the story of how each character on the bags has contributed to the mill.