Bakers have a need for the structure and control that enables them to create and recreate - through exacting recipes, careful choreography, and oral traditions - the same experiences again and again. They want a standard of quality they can rely on. As Millers, the Gold Medal was the symbol for that unwavering standard and reliability that needed to bring forward.

We defined the brand’s purpose and meaning and the visual and verbal language that best communicated its story and experience.

Our packing redesign leveraged the strength and proud heritage of the brand as a leader in the category for over 100 years.