From Brand Launch To Retail Shelves

Free Mills was a US gluten-free food company on a mission to make delicious free-from products widely accessible.

When they approached us, there was no brand, no positioning, no packaging — just a diverse product range spanning baking ingredients to finished snacks. Cleanslate, significant challenge.

DIAGNOSIS‍

Free Mills needed to enter a crowded gluten-free market with a brand worthy of prime shelf space in major retailers — while also working for e-commerce.

The product range was broad: cooking and baking products alongside ready-to-eat snacks.

No unifying identity.

No clear route to market.

No differentiation from competitors.

THE SYSTEM‍

We ran our Crystal Ball diagnostic, identified customer segments, and mapped the quickest routes to market. Clarifying the company's mission led us to "Freedom to indulge" as the brand position.

Built a house brand architecture: Free Mills as the master brand, "Freats by Free Mills" as the sub-brand for snacks and on-the-go products.

Developed the visual identity with custom illustrations, handwritten typography, and a pastel colour palette designed for on-shelf differentiation. Then delivered a packaging system across the full product range — retail-ready and e-commerce friendly.