Creative Agency: B&B studio
Project Type: Produced, Commercial Work
Client: Genius Gluten Free
Location: London, UK
Packaging Contents: Free-From bakery goods

Free-From Bakery category leader Genius Gluten Free has launched a new brand identity across its popular range, with design from London-based B&B studio. As the Free-From category moves further into the mainstream, B&B studio has reasserted the brand’s position as an established industry leader with a refreshed identity, now being rolled out in the UK and USA.

Deliciously ingenious
Whilst maintaining colour-coding for individual product lines, the Genius Gluten Free range is now unified by a vibrant shade of blue which reflects the Blue Sky Thinking that has led the brand to become a sector leader. Adopting a fresher, cleaner and more contemporary tone befitting the increasingly diverse Free-From market, the brand speaks to a discerning and informed target market. A refreshed logo reflects the brand’s experience in delivering ingenious products of high quality and flavour, with a thought bubble or bitemark to express the imagination, creativity and tastiness of the Genius brand.

Rediscovering Genius
Shaun Bowen, Creative Partner at B&B studio, says: “Genius Gluten Free is a market leader in its field however we saw an opportunity to help consumers rediscover the intelligence and ingenuity that has made Genius the number one bakery brand in the Free-From category. Our new visual identity gives weight to the ‘genius’ concept in a playful way whilst increasing the brand’s impact on the shelf.”

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via Packaging of the World – Creative Package Design Gallery