Flour Cup

Flour
is
a
key
ingredient
to
many
recipes,
but
the
consumer
experience
with
the
typical
paper
bagged
package
is
a
messy
and
tiresome
one.
Current
packaging
faces
the
issues
of
measuring
the
flour
without
creating
a
mess,
ease
of
opening,
difficulty
dispensing
and
addressing
new
markets.

Flour
Cup
first
addresses
the
needs
of
improved
functionality
by
transforming
the
big
bulky
flour
bags
into
easy
single
use
experiences.
The
package
is
designed
for
instant
results
by
eliminating
the
need
to
measure
the
ingredient
or
fuss
with
storing
the
large
leaking
bag.
Instead,
Flour
Cup
is
as
easy
as
holding
the
handle
of
the
package
and
peeling
the
tab
of
the
lid
as
the
flour
contents
are
poured
into
the
mixing
bowl.
The
convenience
of
pre-­‐measured
flour
makes
ingredient
shopping
easier
for
newcomers
to
the
grocery
aisles
who
don’t
have
a
need
for
large
quantities
of
flour.
Flour
Cup
offers
four
sizes:
¼
cup,
1/3
cup,
½
cup
and
1
cup.
This
allows
the
consumer
to
select
the
exact
quantity
needed
for
their
recipe.
Clear,
bold
and
colorful
typography
help
the
consumer
spot
this
newly
engineered
flour
package
on
the
shelf.

Flour
Cup
is
aware
that
not
every
person
who
buys
flour
uses
it
daily,
weekly
or
even
monthly.
Studies
have
shown
that
people
are
spending
less
time
in
food
preparation.
Flour
Cup
has
used
these
studies
to
explore
an
unchartered
market
of
18-­‐30
year
olds,
non-­‐gender
specific
who
are
interested
in
purchasing
small
quantities
of
flour
for
a
special
occasion
cooking
session.
Pre-­‐measuring
these
small
quantities
reflects
the
instant,
accessible,
friendly
interests
of
our
audience.
Flour
Cup
reinforced
the
measuring
cup
in
its
typographic
logo
but
also
in
its
three-­‐
dimensional
shape
to
increase
shelf
presence.
The
playful
identity
speaks
to
the
consumer
who
wants
to
explore
creativity
in
the
kitchen
with
no-­‐pressure
of
being
a
master
chef.
Incorporating
photographic
images
is
used
to
increase
the
relationship
of
the
tool,
ingredient
and
final
product.
The
bold
color
directions
form
the
system
of
multiple
sizes
and
capture
the
demographic.

Flour
Cups
is
not
targeted
for
all
bakers.
People
who
bake
or
cook
often
will
find
the
idea
of
buying
flour
in
such
small
amounts
crazy.
But
the
target
market
of
people
who
bake
occasionally
will
love
it.
Even
though
Flour
Cups
is
priced
slightly
higher
per
ounce
than
a
bagged
product
due
to
the
individual
packaging
costs,
Flour
Cups
will
individually
only
cost
less
than
50
cents
and
our
target
market
will
always
go
for
that
price
over
the
$3-­‐$5
price
for
larger
bagged
products.
Therefore
this
product
becomes
highly
profitable
when
our
target
market
is
choosing
Flour
Cups
over
competitor
brands.

Because
Flour
Cups
has
a
mission
to
be
as
sustainable
and
friendly
to
the
environment
as
possible,
the
casted
measuring
cups
are
engineered
from
100%
recycled
egg
cartons
and
printed
with
soy-­‐based
inks.
When
recycling
Flour
Cups,
consumers
can
utilize
recycling
disposals,
compost
their
product
or
use
it
as
a
carrier
for
their
next
“#instaflour”
creation.