BRANDING & PACKAGING
THE FREE FROM BAKEHOUSE
A light and delicate brand identity and packaging for a range Free from cakes and bakes.
The Free From Bakehouse produces an extensive range of Gluten free cakes and bakes. My task was to rebrand the company and design new packaging for the bites and loaf ranges.
We started with a new Creative positioning. The customer feedback and insight was that the gluten free cakes tasted as just as good, so there was no compromise on taste. We positioned the brand as offering ‘Carefree indulgence’ - so even with special dietary requirements you could trust in the products and you didn’t have to miss out!
We developed a bright and colourful logo to show this - choosing a butterfly to suggest lightness and ‘easy on the tummy’, which was created from two lower case f’s (free from). Allergen identification was also important to the customers, so a colour palette was developed to represent easy reference.