McDougall's | Re-Branding & Campaign Design (CS)

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This project was a Strategy & Identity case study as part of my year one studies in Graphic Communication Design at Central Saint Martins

The story of the McDougall’s flour mill is a story of innovation. In 1875, Joseph Rank established what was to become the most iconic flour brand in the UK. In this case study, I explore how the brand can inject shots of that innovation back at its core

and earn its spot in the digital battlegrounds of the 21st century.

While its 35th edition is currently unable to be shipped due to the Coronavirus outbreak, McDougall’s Cookery Book a long-established tradition, is a reference point for the history of the company. This annual iconic publication was a product designed

by the ‘‘Experimental Kitchen’’, the mill’s in house hub of bakers whose job was to put together delicious recipes that required less ingredients but produced optimal results. Designed to deliver the same quality recipes in a contemporary manner,

the McDougall’s Cookery App is a baking buddy for the 21st century.

Designed as a response to the COVID-19 outbreak and the unprecedented circumstances in which people nowadays lead their lives ‘BAKE ON!’ is a campaign that encourages people to embrace the stress-relieving properties of baking.

In a series of recipes, live Instagram baking sessions and posts, ‘BAKE ON!’ introduces the idea of baking with less,

which has been synonymous with McDougall’s since its inception. Patenting self-raising flour in a century that faced two world wars and several recessions meant that people could still bake using McDougall’s flour even if they didn’t stock any yeast or baking powder. Ads featured in magazines at the time showcased how using self-raising flour saved the household a fair amount

of money.

Looking back at this idea, and facing a similar situation in terms of stock, ‘BAKE ON!’ is a “space” for the brand to share responses regarding production during COVID-19 and promote itself through a new spectrum of activities that exceed the product’s initial purpose as well as a space for people to share their Baking success stories during the lockdown.