After years of refining recipes for their coeliac family, the bakery have cracked it. Gluten free loaves with the taste and texture you crave from bread. No bloaty feeling, no additives, and certainly no regret. Just delicious bread packed with ancient grains and gut-loving goodness. Baked with love at their family bakery in theOxfordshire countryside. But this product certainly isn’t just for the celiacs, this for the people like you and I, who want better: 100% gluten free bread that loves your gut back with the taste and texture you crave from a loaf.

After great success selling their product through D2C E-commerce, they grabbed the attention of high street retailers and farm shops around the country. This called for a rebrand to help elevate this outstanding product.

Rather than feeling sympathetic for the customers who were saying goodbye to gluten, we wanted this identity to be proud of the fact. Taste and texture are all there but allow you to feel better while eating it. This is birthed “Positively Gluten Free”. A nod to the fact that it is absolutely gluten free but also the concept that this isn’t a hinderance to you culinary lifestyle!

We created a full range of belly bands printed on G.F. Smith munken paper for a premium feel. Colour cues were taken from vintage European deli counters, with joy being at the forefront of this packaging identity rather than the clinical feel of other industry leaders.

The logotype was designing to resemble both the door of a classic bread oven but also a loaf of bread. The character of the logo also designed to have a doughy and spongey feel.