Artisan GF Co. is gluten-free flour for bread that tastes like great bread, no asterisk, packed in a bag that can sit on the open shelf next to the good olive oil. Lebanon-raised founder Lama Sultan spent five years in the kitchen with her mum, coeliac for more than 25 years, until the bread stopped tasting gluten-free. The result is a range of three blends, for bread and pizza, cakes, and pastries and cookies, made in Australia and on its way to shelves.

Gluten-free is still mostly sold as the practical option. On the flour shelf that means farmhouse nostalgia on one bag and organic box-ticking on the next, and whichever one you pick up, the bread still gets treated like the decaf of the bakery. Sydney agency Mude answers that with a visual identity that treats flour as something worth wanting.

The identity is a remix of the Lebanese corner bakery and an atelier, with all the generosity of the extra one slipped into your bag by someone who's pleased you're eating it. Fine serif type and patterned tissue paper hand a bag of flour over like a boutique pickup, and the same restraint carries through the business cards, the totes and the website. It's chic enough for the good shelf and still smells like it came out of somebody's kitchen, which it did.

The references come straight from Lama's Lebanon. You could order most of the brand colours at a Lebanese café: the cream is Ashta, the coffee is Kahweh. The primary palette pairs those two with a dark olive, while a secondary set of berry, chocolate and deep blue adds depth and character across materials.

Every bag carries a tone-on-tone pattern drawn from the Lebanon cyclamen, a wildflower found on one stretch of Mount Lebanon and nowhere else in the wild. The brand guide builds it up as a repeating geometric band, and in motion the petals draw themselves line by line until they lock into a full repeat. From there it moves onto olive tissue paper, packing tape and a berry border along the base of the totes.

Motion gives the identity its voice. Typographic films set lines like "Made because we missed the real thing" and "Batch after batch, recipe after recipe" over close-ups of dough and crust, while the logo comes apart and reassembles on its construction grid. A bright yellow poster pushes the wit further with "Make a GF pop-up", where the GF reads as both gluten-free pastry and good friend.