I was recently given the opportunity to design a logo for a small startup business based in Coeur d’Alene, Idaho called Flour, a baked goods company centered around authenticity, femininity, and love. The founder wasn’t entirely sure what she wanted at first, but she had a strong vision for what the brand should feel like. Her slogan, “Baked goods made with clean ingredients in the essence of prana,” reflects her commitment to mindful, wholesome baking rooted in energy, life, and intention.

To begin, I started with a simple wheat leaf, symbolizing nourishment, natural ingredients, and the foundation of baked goods. From there, I collaborated with her to bring in more of her personal spirit. She expressed a desire to incorporate all the colors of the rainbow, a representation of inclusivity, vibrancy, and joy—as well as hearts, which we creatively used as both petals and leaves. The final logo is a unique blend of natural symbolism and emotional warmth, capturing the essence of Flour: wholesome, heartfelt, and full of life.