When Free Mills approached us, it became immediately clear that these newcomers to the gluten-free market were on a mission to make delicious gluten-free and free-form products widely accessible.

We were starting with a clean slate and faced a significant challenge…

TASK

Our task was to position a new gluten-free company in the US and develop a trustworthy brand deserving of prime shelf-space in major retailers and being equally e-commerce friendly. The product range varied greatly, spanning from cooking and baking products to a variety of finished goods.

SITUATION

During our "Crystal Ball" process, we looked into the future, identifying ideal customers, and pinpointing the quickest route to market. We clarified the company's mission, vision, and purpose, setting Free Mills apart in a sea of gluten-free competitors. Our strategy informed the "Freedom to indulge!" brand slogan.

Next, Free Mills was established as the house brand, while "Freats by Free Mills" was introduced as a sub-brand, emphasizing snacks and on-the-go product offerings. The brand identity was crafted with custom illustrated visuals, handwritten typography, and a pastel colour palette in support of on-shelf product differentiation.