Kneads Flour

Designers: Michelle Parkos, Rebecca Price, Kody Dahl
48-Hour Repack 2015
Kneads Flour Design Rational

Flour packaging is currently dominated by the crumpling flour sack. Whether made from paper, cloth, or plastic, this form shares the same range of issues. The initial opening is
typically challenging to accomplish without that infuriating flour cloud rushing out like a genie out of a lamp - and for paper bags, this cloud seems to appear every time the bag is reopened. Some have attempted to solve this with a ziplock solution, with stiff folded-paper closure, or with a plastic bag housed in cardboard. Unfortunately, all of these designs tend to simply change the direction that the mess travels in, instead of regulating it. These packages also often have issues with resealability or longer-term durability, not to mention they occupy considerable shelf space.

*The current state of flour storage is a powdery nightmare for those who aren’t avid bakers but enjoy occasional delicacies from the oven, and for those who need a tablespoon here and there to thicken up gravy or brown some meat.*

Kneads is working to reach new flour buyers and improve the powdery nightmare for three distinct groups of people.

1. Health-conscious shoppers. These people work hard to eat well and take care of
themselves, and they earn a reprieve from the kale every now and then. But they probably don’t want to keep a huge quantity of that gluten-filled temptress on hand, because healthy habits should be safe from a moment of weakness.

*Most likely found at: Whole Foods or a local farmer’s market.*

2. Space-conscious shoppers. These people live in small spaces and tend to buy food in small quantities, big-city style. They get enough for a dinner or two at the most, and space in their cupboards is limited. They don’t have loads of space for flour, which they probably don’t use extensively in large quantities. Their flour is primarily used in sauces, or for browning meats, and their consumption rate is, on average, measured in tablespoons.

*Most likely found in: Your friendly neighborhood large city*

3. New bakers. These people have made the decision to graduate from pre-made mixes to higher-quality, individual ingredients, but they aren’t up for the 4 dozen cookie challenge
quite yet.

*Most likely found in: College towns, places where macaroons are becoming very trendy.*

To meet the needs of all these prospective flour buyers, Kneads is conveniently portioned for a-la-carte consumption. One cup is a convenient baseline quantity for both baking and stove-top cooking, and this size point keeps space usage efficient. Consumers get what they need, and they don’t have stale flour occupying space in their cabinets. Kneads’s package stands out on a shelf full of traditionally branded, large packages, and in order make the packing fully recyclable, biodegradable, and aesthetically pleasing, we have researched and verified the usability of a compressed spent-grain material.

One cup - as much as you...knead.