Café style gluten free baking at home.
Gluten Free World began as FG Roberts, pioneers of gluten free baking in Australia. With decades of heritage, the business needed to evolve into a modern, consumer-led brand that could compete in the growing Better For You category.
Client
Gluten Free World
Capabilities
Brand Strategy
Brand Identity
Packaging Strategy
Packaging Design
Copywriting
Photography
Web Design
Here's the story
FG Roberts had built trust as the original gluten free baking pioneer, but their brand presence needed to match today’s consumer expectations. The Better For You category is rapidly growing, driven by demand for enhanced convenience, irresistible flavour, and health-conscious choices.
We conducted deep customer research, analysed global consumer trends, and studied the Australian retail landscape. We identified that consumers with dietary restrictions often feel excluded, yet crave enjoyment, spontaneity, and satisfaction.
Our strategy positioned Gluten Free World as a brand that celebrates living deliciously, creating irresistible taste and texture, and empowering Australians to bake freely at home.
The Mission
Make it simple for Australians to enjoy irresistible gluten free food every day.
The Design
We created a bold, appetising visual identity anchored by a gloopy, glutinous typeface encapsulated in a flag device symbolising a proud stand for gluten-free enjoyment.
Packaging was designed to stand out on shelf and immediately communicate flavour, ease, and satisfaction. Everyday food photography takes up half the pack, heroing irresistible texture and “café-style” appeal for home baking. The result is a brand system that is striking, modern, and commercially powerful.
It’s important for us to acknowledge and recognise that where we live, work and play is on the lands of the Wurundjeri people of the Kulin Nation. We respect and honour Elders, past, present and future, and acknowledge their Native Title rights to Country, which holds the stories, traditions and living culture of Wurundjeri people.
