White Rabbit Pizza Co.
Helping gluten free pizza hop to the top
Services used:
- Visual Identity
- Packaging Systems
- Copywriting
- Tone Of Voice
- Art Direction
- Brand Guidelines
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.
With ambitions to become the UK’s number one gluten-free pizza brand, their branding and packaging needed to showcase both the quality of the product and the value behind its premium price point. Their existing positioning felt outdated, so we set out to sharpen what makes White Rabbit unique and build a brand world ready for its next chapter.
STRATEGY
We began by identifying the strongest pillars of the brand. Italian provenance became central to the story, from ingredients sourced directly from Italy to co-founder Teo’s Bergamo heritage. We placed gluten-free at the heart of the narrative, positioning White Rabbit as a dedicated gluten-free bakery creating pizzas that are genuinely delicious, not just “good for gluten-free.”
Result
No.1 Gluten-Free Pizza Brand
Within 9 months of the rebrand, White Rabbit became the No.1 Gluten-free pizza brand in the UK and grew 5x faster than the entire Gluten-free category overall.
BRANDING
We reframed White Rabbit’s premium price point by highlighting the craft behind the product, such as the 24-hour proving process of their sourdough, helping consumers understand the value they’re getting. Inclusivity was elevated too, positioning White Rabbit as pizza designed for everyone to enjoy together, in true Italian spirit. This thinking inspired the new tagline: Crafted Without Compromise.
Result
2 NEW STOCKIST WINS
in Tesco and Morrisons within 6 months of the rebrand, widening the brand’s distribution nationally.
PACKAGING
We built a refreshed brand identity and packaging system that evolved what existed rather than starting from scratch. The logo now stands prouder in all caps, while the dark, edgy palette was replaced with a premium yet approachable navy blue. Refined typography, handwritten details, vibrant type accents, confident gluten-free badges and mouth-watering photography bring the new world to life.
“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
Special Thanks to our collaborators
Collaborators:
Product and Food Photography by Stuart West
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