GroundUp
Identity, Packaging
GroundUp upcycles spent ingredients from cafes and breweries to make super flours that are healthy for humans & the planet. Our strategy was to separate this product from the expected kraft-paper-design of the organics industry. The goal was to create an elevated look that felt high-end, while also becoming an educational tool for the upcycling process.
![](https://cdn.prod.website-files.com/6251b33d303e7671ae6f7537/6251f27158fd7e237a75d699_Benjamagnus_GroundUp_Lineup.png)
![](https://cdn.prod.website-files.com/6251b33d303e7671ae6f7537/6251f277bb5ebb2fa1c2a8f6_Benjamagnus_GroundUp_CoffeeFlour.png)
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![](https://cdn.prod.website-files.com/6251b33d303e7671ae6f7537/6251f281c05b3fe046386e8c_Benjamagnus_GroundUp_SavedGrain.png)
![](https://cdn.prod.website-files.com/6251b33d303e7671ae6f7537/6251f2a803fb511a025597ea_Benjamagnus_GroundUp_CloseUp.png)
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Client: GroundUp Eco-Ventures
Agency: Daughter Creative
Creative Direction: Keli Pollock
Copywriting: Diana Prymack