Pancake brand, Flourish, is mixing up its look – unveiling a revamped aesthetic to boost the prominence of its logo and taste appeal.

Flourish has introduced innovations to its product lineup amid its newly redesigned packaging. The brand has added whey and plant-based Protein Pancake and Waffle Mixes to its lineup, and entered into new categories like syrups and breakfast-on-the-go.

Andrew Maida, who founded the brand in 2018, tells strategy that Flourish now exists in such a competitive environment its makeover was needed to help the brand do a better job of breaking through on shelf.

“We set out to create a new design that could succinctly express who we are – a delicious and high-protein pancake mix,” Maida explains. “We wanted to ensure that the bag still had familiar cues for current buyers, but would showcase our taste appeal and be much easier to recognize and find on shelf.”

Flourish began a partnership with the design agency Pigeon a year ago. The brand’s redesign is meant to reflect a commitment to innovation while retaining a “sense of Joy and warmth,” the brand says.

“Not only did [Pigeon] help us with our packaging, but together we redesigned our brand architecture to help us better articulate who Flourish is and what we stand for,” Maida says.

“The old packaging was pretty utilitarian, other than the bright colours. The designs were overly focused on nutritional function and we’d forgot to articulate the joy, radiance and pure fun that Flourish embraces.”

Protein is a prominent call out in the packaging, and is something really important to consumers, Maida says.

“Flourish is built around the fact that a protein-rich diet is foundational to good health,” he says.  “Today’s consumers are starting to understand this and are demanding this more and more from their diets, so we wanted to be super clear to them.

Flourish products are available on its website and through Amazon. The company once had a very ecomm-led approach to its breakfast offerings, but now, it’s in more than 25 retailers across 4,500 stores throughout North America. A key investor is BelieveCo founder and Dragons’ Den panelist Arlene Dickinson.

Maida concedes that while Flourish is obviously a smaller brand it has a “mighty social media following” with 48,000 followers on Instagram. This community – from major influencers to the health conscious mom next door – have been “super supportive” of its new look and flavours and have been helping the brand spread the word.

Flourish will release a whole new set of point-of-sale assets, also by Pigeon, this year. These will reflect its new packaging and should start appearing in stores in April.