CUP 4 CUP

Created by professional chefs, Cup 4 Cup delivers a great tasting flour, with the mission of providing the best performance, texture and flavor to the gluten free community. 

While reading about the company’s story and its beginnings, I really liked the concept behind Cup 4 Cup’s name: the idea of taking traditional baking recipes and replacing, cup for cup, wheat flour with gluten free flour. In other words, they use tradition as the base for innovation. This was the starting point for my painting. 


The silhouette of the cup measurer from the packaging, with its old school feel, seemed like the perfect way to embody this visually. The flat colors, along with the motto Your Recipe, Our Flour, also seem to point back to the simpler times that gave birth to all sorts of recipes for cakes, cookies, brioches, brownies... recipes we still treasure today and which Cup 4 Cup is helping to push forth... gluten free.