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Curating the very best packaging design

Cup4Cup

November 19, 2011 | 3 Comments

Designed by Level | Country: United States

“C4C, an abbreviation of common cooking measurements — or “Cup4Cup”—is a complete multi-purpose, gluten-free flour blend that can replace all-purpose flour cup for cup in most recipes.

C4C is a collaborative effort between French Laundry chef/owner Thomas Keller and French Laundry research/development chef Lena Kwak. Kwak developed the mix so gluten-free guests could enjoy breads and desserts at the restaurant. She knew she was on the right track when she watched a guest who was in tears after being able to eat brioche for the first time in over a decade.

The new product’s branding and packaging design is simple, sophisticated, a little unexpected, and is designed to appeal to gluten-intolerant and gluten-tolerant consumers alike.”

Comments

3 Responses to “Cup4Cup”

  1. GlutenFreePDX
    November 23rd, 2011 @ 5:02 pm

    Thanks for the nice post! We run a gluten-free site from Portland, and are always seeking fresh products and fresh design. This looks great, excited to try it!

  2. Maryline
    November 25th, 2011 @ 7:58 am

    “appeal to gluten-tolerant & gluten-intolerant consumers”– job well done. It’s not minimal to the point that it alienates “non-healthy” consumers, but minimal and simple enough to attract the “healthy” ones.

  3. Amandaf-displays
    November 28th, 2011 @ 6:35 pm

    For so long any gluten free product has been quite dowdy and boring in its packaging. This design is so bright and cheerful and so clever in its implementation.

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