Gluten Freedom's brand identity and packaging was designed for a range of artisan gluten free bread. The brief was to reinvigorate Venerdi’s existing Gluten Freedom brand and ruffle a few feathers in the process. As part of the visual identity we developed Pedro the pigeon, he visually encapsulates the core values of the brand and product; free and ‘unbirdened’ by the weight of traditional bread. Artisan design cues are juxtaposed by quirky typography, creating a playful contemporary personality, breaking the serious and stayed category norm.