The Manitoba Milling came to us with a brand that blended in. They had an exceptional product, both in taste and nutrition, but were getting lost in the crowded health and wellness aisle, where trendier superfoods like chia, hemp, and oat tend to dominate attention and shelf space.

Our strategy was simple: own flax.

With over a century of farming heritage and a deep passion for the ingredient, they were truly Flax Obsessed. It was time to show the world why. From the beauty of the flax flower to its nutritional power and rich taste, we built a bold new brand system designed to wake people up.

We gave their existing name a subtle but meaningful tweak, refreshed the packaging to create strong brand blocking no matter what aisle they are found in, and infused the identity with a personality they can grow into.

Debuted at Expo West in March 2025, the new brand is already turning heads with retailers with new listings and expanded distribution are on the way.