White Rabbit Pizza

Agency: The Collaborators
Strategy Director: Jayne Noblet
Creative Director: Mary Lewis
Senior Designer: Ben Shurbsole
Account Director: Helen Bertin
Designer: Annabelle Bradford
Illustrator: Ben Wills
Artworker: Chris Ellis
Location: United Kingdom
Project Type: Produced
Client: White Rabbit
Product Launch Location: United Kingdom
Packaging Contents: Pizza
Packaging Substrate / Materials: Cardboard
Printing Process: Digital

Food and drink branding specialists, The Collaborators have created a new brand identity and packaging for gluten-free and vegan Italian food brand, White Rabbit, as it looks to ramp up its presence with new listings and NPD.

White Rabbit has already established itself as a leading free-from producer, but with ambitious growth plans, founders Teo and Nick wanted to make sure their business was in the best possible shape for the future and had strong brand equity, both physically and emotionally.

Working with The Collaborators, they came to the conclusion that although the current brand told their story of starting the business in The White Rabbit pub, it was not making the most of their authentic Italian credentials. Italian founder and chef Teo had worked so passionately to create a genuine Italian pizza, it seemed madness not to reflect this in the brand.

As specialists offering gluten free and/or vegan dietary choices, there was also a need for clarity around the offer whilst also allowing everyone to join in, rather than leaving anyone out. It was important that the brand could introduce a new generation to the joy of Italian food with a fresh and distinctive style, and without resorting to the classic Italian symbols of gondolas or Vespas.

The Collaborators coined the phrase, ‘Italian with Edge’, giving White Rabbit a bold new look with a firm nod to where it started, plus an extra helping of Italian playfulness.

Director at The Collaborators, Jayne Noblet said, “We took Nick and Teo on a journey from small change to complete leap and to their credit, they didn’t need much convincing to be brave. It’s been a complete delight to work with them. Their dynamism and belief in what they do is very much reflected in our designs.”

“White Rabbit already has a loyal following and the packaging had good impact on shelf, but it wasn’t even telling half the story”, adds Senior Designer, Ben Shrubsole.

“We wanted to inject more of that Italian love for food and togetherness into the brand, as well strengthening and expanding the visual equities across its brand world.”

Curtis Smith, Brand and Category Manager at White Rabbit sums up, “Working with The Collaborators has been a joy. From a very functional brief they challenged our strategic thinking about brand positioning and helped us to articulate exactly why we do what we do in a really authentic way. Not only that, we also have a fantastic new visual identity that better reflects our brand and is already helping to attract the eyes of new shoppers and retailers!”

The new identity is rolling out now across the pizza range, and on new products including gluten free, plant-based Foccacine.