BFree, one of the leading Irish Gluten Free brands and a hugely successful growing free from brand, operating in several markets globally,  came to us to strengthen their brand presence through their packaging. Our challenge was to re-invigorate the brand’s identity and to clearly communicate the unique attributes of each product.

Built on a brand essence of ‘Inspire to Live Free’ and the belief that taste and quality shouldn’t be a compromise when eating a gluten-free diet, we set about maximising the brand visibility, creating a logical hierarchy of messaging and a much clearer aesthetic on pack.

We use a clear substrate to illustrate a very tasty serving suggestion that interacts with the real product inside the packaging which also serves to inspire the customer with the freedom to enjoy without compromise.

The brand mark stands proud and is the primary focus on pack, leading into supporting product information. By simplifying the style and number of visual elements, clear pack navigation and better shelf standout was established.

The refreshed look packs a confident and energetic punch, and anchors the brand in an inspiring, vibrant and more contemporary space. Refreshed brand assets extend across all formats and through-the-line activity including POS, digital, print and social providing real stand out in an increasingly busy category.

To provide a connection and resonance with our customers we introduced a clear personality and distinctively friendly tone of voice which is in keeping with the brand positioning.


Having started in Ireland in 2011, BFree has experienced exponential growth and is now enjoying enormous success in over 21 countries around the world.