Reimagining an Irish baking icon for a new generation
Packaging redesign and brand refresh for Odlums
Odlums has been part of Irish kitchens since 1845. As Creative Director at Swan Design, DesignChief led a strategic refresh of the brand’s packaging — honouring its legacy while helping it compete on a modern retail shelf.
Keeping the Wisdom, Updating the Style
The iconic owl was retained as the central brand asset, redrawn for clarity and impact across digital and print formats. The refreshed wordmark complements the symbol, preserving its familiar tone while improving legibility.
The goal was to balance brand heritage with contemporary expectations — helping the packaging feel both trustworthy and current.
Flour Power on the Shelf
Each flour variety was given its own bold colour system, creating instant recognition and stronger shelf standout. A structured hierarchy of typography, consistent iconography and tone-of-voice helped reinforce the brand’s reliability and ease of use.
The result is a smart refresh that supports the next chapter of a national favourite.
