Kells Wholemeal – brand development, web and retail

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We first started working with Kells Wholemeal when Kathy approached us to look after their catalogue. Kells is run by the Mosse family, in the business of making quality flours for the best bakers in Ireland. Traditionally they have been wholesalers, but as they moved into the consumer markets they enlisted our help to add some personality to the brand and appeal to consumers.

We retained the traditional Kells logo, but completely transformed the look when we shed the muted palettes and instead introduced a brighter colour range with accompanying patterns, supported by more contemporary fonts. Kathy had some beautiful photography of their great location in Bennettsbridge in Kilkenny as well as the key people who work there and the baked goods they produce daily. This gave us a strong base to design with too. The finished catalogue, which was the primary step in the Kells rebrand, can be viewed here.

Following the catalogue design, Kells asked us to redesign their website, We designed the site, carefully selecting colours and imagery, telling a story and continuing the brand feel online. We have since designed labelling for the range of wholesale flours, bread and cake mixes as well as retail stands and POS material. Plenty of new products on the way, Its been a pleasure seeing the brand transform and we look forward to an exciting future.


“There is nothing better than collaborating with a team whose creativity is so evident and our fruitful relationship can be seen in the positive feedback we are getting from customers. From the beginning it was a pleasure to work with the team at Penhouse, we received a selection of possible concepts to choose from. Each were excellent and the main issue was selecting just one. The Penhouse team are efficient, friendly and accommodating at all times. We worked very closely with them on the design. They demonstrated excellent attention to detail and a clear desire to produce outstanding promotional material. We were very happy with our final product and along the whole journey the team advised us on cost saving measures whilst keeping the integrity and quality of the final product.”
Kathy Purcell, Marketing Executive

Kells Wholemeal
2016 –
Design Brief:
Re-visioning of brand image through marketing literature, web design, point of sale, packaging

Designed by Penhouse Design