Brand and packaging design agency Deuce Studio has partnered with White Rabbit Pizza Co., the fast-growing gluten-free pizza brand, to deliver a bold new brand identity and packaging system that reflects the company’s ambition to become the UK’s number one gluten-free pizza.

Founded by two friends who met while working at the White Rabbit pub in Oxford (the brand’s namesake), White Rabbit Pizza Co. has grown into a major supermarket challenger brand, stocked nationwide. But with rapid growth came a clear challenge: their existing packaging no longer represented who they had become.

White Rabbit approached Deuce Studio to create a brand identity that could match their ambitions and communicate the brand’s authenticity, craft, and inclusivity.

“White Rabbit isn’t just about pizza, it’s about bringing people together over food that everyone can enjoy. Our role was to make sure their brand identity captured that inclusivity and Italian authenticity in a way that would resonate on supermarket shelves.” said Richard Patrick, Creative Director at Deuce Studio.

The refreshed identity places Italian provenance at its heart, celebrating co-founder Teo’s Bergamo heritage and authentic ingredients sourced directly from Italy. It also spotlights White Rabbit’s unique positioning as a dedicated gluten-free bakery – not simply a brand with gluten-free options – reinforcing their commitment to creating pizza that is genuinely delicious for everyone to enjoy.

To highlight the craft and quality behind the product, the new design draws attention to processes like the 24-hour proving of their sourdough and their signature charred crusts. This thinking inspired the brand’s new tagline: “Crafted Without Compromise.”

On pack, Deuce Studio evolved rather than reinvented. The logo now stands prouder in all caps, while the former dark, edgy palette has been replaced with a premium yet approachable navy blue. Refined typography, handwritten details, and vibrant type accents bring warmth and personality, supported by mouth-watering new photography. A new set of icons and callouts, including a bold gluten-free badge, ensures clarity and confidence on-shelf.

Since relaunch, White Rabbit has secured two new stockist wins with Tesco and Morrisons, widening the brand’s distribution. They have also achieved 25% growth, five times faster than the entire gluten-free category, proving the new identity has had real impact in the market.

The result is more than just a redesign; it is a flexible brand world built to grow with White Rabbit as it moves into its next chapter.