Tasty new identity for The Gluten Free Kitchen

The Gluten Free Kitchen needed a stronger, more relevant brand identity and packaging design. Robot Food served up a delicious new look with extra foodie taste appeal.

The Gluten Free Kitchen prepares a large range of high quality gluten-free foods, from cakes and tarts to all kinds of savouries. Their existing branding wasn’t doing them justice. It appeared tired, apologetic and was in need of a revamp.

Robot Food were asked to come up with a premium, contemporary identity. Target audiences were foodies, millennials and anyone who enjoys great gluten-free food, either as a lifestyle choice or due to dietary requirements.

The team first got to work on a lively brand story for the back of packs. The story talks with pride and confidence about the Gluten Free Kitchen, and encourages consumers to rethink gluten-free food as more of a smart, delicious lifestyle choice.

Next up was the exciting new logo – a white-out rolling pin crossing an ear of wheat in a ‘skull and crossbones’ style. Designed within an eye-catching lock-up, the logo interacts with a fresh, contemporary colour palette that flexes across the products to aid range navigation.

On-pack aerial photography dials up the taste appeal with contemporary, appetising shots that show off the great-looking food to its best advantage. Each delicious image was given deliberate ‘homemade’ touches, achieved by strategically placed cutlery that shows off the texture and reveals a glimpse of filling.

The result is a strong, good-looking brand that packs in plenty of lifestyle, millennial and taste cues. The brand will relaunch in Waitrose along with a range of other big multiples and nationwide independent stores.

David Fleming, owner at The Gluten Free Kitchen, said, “We now have a brand we can truly be proud of. Premium and contemporary, it looks fantastic in the freezer aisle and gives the entire category a welcome shake-up. We’re really excited.”

Simon Forster, Robot Food’s Creative Director, said, “The Gluten Free Kitchen makes great food, so it was our pleasure to do away with the old ‘homespun’ look and create something that would really whet both millennial and coeliac appetites. We’re proud of the results.”

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