HELPING GLUTEN FREE PIZZA HOP TO THE TOP
White Rabbit partnered with Deuce Studio to refresh its brand identity and packaging, creating a premium, modern brand that reflected the quality of its products and its ambition to become the UK's leading gluten-free pizza brand.
Challenge
Despite rapid growth, White Rabbit's branding no longer reflected the business it had become. The packaging struggled to communicate its authentic Italian heritage, premium quality and specialist gluten-free credentials, making it difficult to justify its premium price point and stand out in an increasingly competitive supermarket category.
Solution
Deuce Studio developed a new brand strategy centred around Italian provenance, craft and inclusivity. The agency evolved the logo, introduced a more premium visual identity, created a flexible packaging system, refined the tone of voice and copywriting, and introduced the new brand positioning, "Crafted Without Compromise." The new design highlighted White Rabbit's artisan processes while improving shelf standout and brand recognition.
Results
Within nine months of the rebrand, White Rabbit became the UK's No.1 gluten-free pizza brand, secured new national listings in Tesco and Morrisons, and achieved growth significantly ahead of the wider gluten-free category.
“The Deuce team really took the time to understand our mission and translated it into a bold, modern identity that reflects our values as food-obsessed, consumer-led disruptors. The new look and feel not only showcases our no-compromise, inclusive, and premium credentials, but also reflects a brand that our consumers are proud to pick up off shelf and advocate for.”
Millie Walford, Brand Manager, White Rabbit
