Moss & Mill
A bakery brand that smells like morning
A family bakery going national needed packaging that kept its neighbourhood warmth.
- Client
- Moss & Mill
- Year
- 2026
- Scope
- IdentityPackaging
- Team
The challenge
Moss & Mill had grown from one shop to forty supermarkets in two years. The old paper bags were charming at the counter but invisible on a shelf of glossy competitors, and the team worried that ‘looking bigger’ would mean looking like everyone else.
What we did
We kept the hand-drawn wheat mark but redrew it for print at every size, introduced a warm uncoated stock, and built a label system around the time each loaf is baked. Colour now signals the grain, not the price tier.
- Shelf sell-through
- +34%
- SKUs relaunched
- 12
- Brief to print
- 8 wks
“Halden listened more than they talked. The new packaging feels like us on a very good day, and our buyers noticed in the first week.”
Maja ThorsenCo-founder, Moss & MillNext project
Aalto Coffee
