London-based agency Deuce Studio has unveiled a striking new identity and packaging system for White Rabbit Pizza Co., the fast-growing gluten-free pizza brand on a mission to become the UK’s number one.
Founded by two friends who met while working at the White Rabbit pub in Oxford, the brand has grown into a major supermarket challenger, now stocked nationwide. However, with rapid growth came a challenge: the old packaging no longer accurately reflected White Rabbit’s authenticity or ambition.
“White Rabbit isn’t just about pizza, it’s about bringing people together over food everyone can enjoy. Our role was to ensure the new identity captured that inclusivity and Italian authenticity in a way that resonates on supermarket shelves,” explains Richard Patrick, creative director at Deuce.
The refreshed identity puts Italian provenance front and centre, celebrating co-founder Teo’s Bergamo roots as well as authentic ingredients sourced directly from Italy. It also highlights White Rabbit’s unique positioning as a dedicated gluten-free bakery… not just a brand with gluten-free options. That’s a Creative Boom sentiment we can happily tuck into.
To showcase the craft behind the product, the design draws attention to the brand’s 24-hour sourdough proving process and signature charred crusts, inspiring the new tagline: ‘Crafted Without Compromise’.
On pack, the logo now stands prouder in all caps, while a premium yet approachable navy replaces the former dark palette. Refined typography, handwritten details, and vibrant type accents bring warmth and personality, supported by mouth-watering new photography. A new set of icons and callouts – including a bold gluten-free badge – ensures clarity on the shelf. And the little rabbit emblem now hops confidently to centre stage rather than hiding in the wings.
We also love all the OOH campaign messaging, such as ‘Made without gluten, but always with love’. Or accompanying totes that read, ‘In crust, we trust’. The result feels bold, confident, and every inch the market leader it aspires to be.
