Washburn Mills, a new food brand from General Mills, was created specifically for the Costco consumer who is always on the lookout for distinctive and new upscale brands. Ultra embraced General Mills’ legacy as a milling company to inform the Washburn Mills Branding, and designed packaging that lets the food and the ingredients tell the story. The packaging billboards horizontally to connect the designs across a full pallet, to best utilize its shelf presence in a club store environment.