Brand Relaunch Drives 25% Growth for White Rabbit Pizza Co., Outpacing the Gluten-Free Category by Over 5x
In a sector known for tough competition, slow movement, and increasingly discerning buyers, standing out can be a serious challenge. Yet, White Rabbit Pizza Co., the fast-rising gluten-free and vegan pizza brand, has demonstrated that strategic branding and well-executed design can make a measurable commercial impact – and fast. Following a comprehensive brand relaunch in collaboration with Deuce Studio, the boutique creative agency based in London, the company has reported a 25% growth in sales, a figure that surpasses the broader gluten-free category average by more than five times.
The brief was straightforward but ambitious: evolve the brand to better communicate its personality, ethos, and product benefits, while sharpening its on-shelf standout in the overcrowded chilled aisle. White Rabbit was already beloved by its loyal base, but there was room to reach a wider audience seeking quality, craft, and great flavour without compromise. The existing packaging, while recognisable, struggled to fully convey the passion behind the products, and there was an opportunity to elevate the identity into something more cohesive, more expressive, and more premium.
Enter Deuce Studio, a packaging Design Agency London celebrated for creating brands that feel both distinctive and commercially driven. Their approach began with a holistic review of how White Rabbit communicated itself visually and verbally. Workshops, taste sessions, and direct collaboration with the founders helped shape the strategic foundation—positioning the brand not just as another “free-from” option, but as a company built on creativity, authenticity, and Italian-inspired craft.
The resulting redesign is vibrant, bold, and characterful. Illustrations and type styling reflect the founders’ backgrounds and personalities, bringing a sense of joy and handmade flair to the forefront. Each SKU has its own expressive tone, while sitting clearly within a consistent family look. The new identity invites customers to discover the brand’s story, not simply pick up a functional alternative for dietary needs.
Packaging, of course, has a job to do beyond aesthetics. It must sell, even in a matter of seconds. The updated range now delivers clearer cues on flavour, quality, and suitability for dietary requirements, removing friction from purchase decisions. On-shelf, the new designs stand out with immediacy and warmth—an intentional move designed to move White Rabbit beyond the confines of the clinical “free-from” visual language that dominates much of the category.
And the results speak for themselves.
Since the relaunch, White Rabbit has achieved a 25% uplift in sales growth, compared to just 4–5% growth seen across the wider gluten-free market. In a sector where shelf space is fought for inch by inch, and where repeat purchase is hard-earned, this increase demonstrates the direct commercial impact of strategic branding. Retailers have taken notice too, with the redesign supporting stronger negotiation during listing discussions and reinforcing the brand’s perceived value.
The success also highlights a broader shift: brands in specialist categories no longer need to look medicinal or “alternative”. They can be joyful, indulgent, expressive—and still gluten-free. White Rabbit is proof that customers are hungry (quite literally) for products that celebrate flavour first.
Deuce Studio continues to work with food and drink businesses looking to evolve, reposition, or grow. Their approach balances strategic clarity with vibrant, creative execution, making them an ideal partner for challenger brands wanting to punch above their weight. For companies seeking a trusted packaging Design Agency London with a track record of measurable commercial results, the White Rabbit story stands as a compelling case study of what effective brand design can achieve.
