White Rabbit had come a long way, from two founders working in an Oxford pub to a fast-rising supermarket challenger brand. But when they approached Deuce Studio, they faced a clear challenge: their packaging no longer reflected the brand they had grown into. Their ambition is to become the UK’s number one gluten-free pizza brand, and to get there, their branding & packaging design needed to showcase both the quality of their product and the value behind its premium price point.
Their old positioning was outdated, so we set out to sharpen what makes White Rabbit unique. We began with their Italian provenance: authenticity is everything in Italian food, and the brand has plenty to celebrate, from ingredients sourced directly from Italy to co-founder Teo’s Bergamo heritage. Next, we placed gluten-free at the heart of the story. Unlike other brands, White Rabbit is a dedicated gluten-free bakery, founded to create pizzas that are genuinely delicious, not just “good for gluten-free.” That proud distinction became a key differentiator. We then reframed the premium price point by highlighting the craft behind the product, like the 24-hour proving process of their sourdough, to show consumers the value they’re getting. Finally, we elevated inclusivity, positioning White Rabbit as pizza designed for everyone to enjoy together, in true Italian spirit. This thinking inspired their new tagline: Crafted Without Compromise.
From this positioning, we built a refreshed brand identity and packaging system. Rather than start from scratch, we evolved what existed, retaining continuity while raising the bar. The logo now stands prouder in all caps, while the dark, edgy palette was replaced with a premium yet approachable navy blue, complemented by refined typography, handwritten details, and vibrant type accents. We developed a set of icons and callouts, including a prominent gluten-free badge that confidently signals their credentials, and paired these with mouth-watering new photography that highlights quality ingredients and their signature charred sourdough crust. The result is more than packaging: it’s a flexible brand world, designed to grow with White Rabbit and carry them into their next chapter.
Product and Food Photography in collaboration with Stuart West
Deuce Studio are an independent Brand & Design Agency
The Outcome
2 new stockist WINS
with Tesco and Morrisons, widening the brands’ distribution.
The Outcome
25% GROWTH
since the relaunch of the brand, 5x faster than the entire 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 Pizza Co.
