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Kalew jahu

The pack for the Type 405 flour simply continues the established style of Kalew packs, from the 1990's but adds a full colour photo of a flour still life to indicate higher quality than the standard Kalew flour range.

The 2001 pack design was updated in 2007 with a more sophisticated photo and minor upgrades to other pack design elements. In 2001 the photo suggested  "purity of ingredient". The 2007 version has moved on to the "sweet joy of cooking".

Photo by Meelis Lokk. Photo direction and composition by Michael Walsh, bearing in mind how the composition must fade to white and wrap around the corners of the pack.

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