Brands are obsessed with best practices. And honestly, who can blame them?
Make the logo bigger. Streamline the packaging. Create a consistent shelf presence. These are real problems with real business consequences, and Bob’s Red Mill had all of them. With over 200 products across multiple grocery aisles, their packaging had evolved independently over the years — cereal looking nothing like oats, beans looking nothing like flour. Their creative director admitted customers were misremembering the name entirely, calling it “Bob’s Red Mill Road” or “Barb’s Red Mill.” Focus groups showed the new design cut product search time nearly in half.
So the business case was real. They hired Turner Duckworth — a respected agency. They spent three years on it. They checked every box.
