A gluten-free launch with consumer appeal

The approach to any design initiative at Kaleidoscope begins with an immersion. We do our homework to understand key players, category language and the target consumer — and it almost always involves going out to the market to learn firsthand. Category audits — conducted either by our teams or in partnership with our clients — are a part of every initiative, accomplished by visiting key retail outlets for insights and inspiration.

Adjacencies and out-of-category examples are typically considered as well for additional inspiration. A gluten-free line we recently named, developed and designed for a private label retailer benefited from an international audit, which considered the United States, United Kingdom, Australia and other countries. Viewing the world through the consumer lens can lead to valuable insights into brand naming, packaging design, structure, merchandising and positioning. Starting an engagement without it would be irresponsible.

Category language tells us what it looks like to play in a given category in terms of visual, verbal and structural cues. However, and more importantly, it illustrates a roadmap of what elements of a brand or package design should be included to drive relevance, as well as where to break category norms and differentiate.

We found that current gluten-free category language was prescriptive or medicinal in feel, and photography fell flat in terms of appetite appeal. It became clear that there was a stigma associated with gluten-free foods; many consumers assume that such foods lack the desired flavor and texture. The new gluten-free brand we developed needed to break this mold by celebrating life, flavor and freedom of choice.

We were no longer just targeting those with celiac disease, but instead addressing a growing health-conscious demographic that shops gluten-free to improve the way they feel. These individuals do not want to be limited by a small assortment of rice-based products; they want to celebrate life to its fullest by eating their favorite foods and enjoying flavor without worrying about potential negative side effects. Photography and vibrant color play a huge role in communicating fresh, flavor-driven appetite appeal for this brand’s consumer.

Doing the right homework before any packaging design project and going through the rigor of immersive activities provide the foundation for a strong strategy and a strong creative brief. A strong, tight creative brief for the project allowed us to narrow the breadth of our exploration for naming and design and provide rich recommendations within the right territory and within the timing constraints. We were able to eliminate some of the subjectivity that can adversely affect design initiatives, enabling us to confidently tell a meaningful brand story and develop a connection with the consumer that encourages loyalty to the brand.

We were able to create a brand that meets the needs of the celiac consumer base and creates relevancy for the retailer within new markets, positioning it for additional growth. We set a goal to show consumers that this retailer understands that their needs are constantly changing and growing. Immersing our team in the consumers’ world gave us the ability to help them extend their credibility. This new gluten-free brand launch is another way the retailer is growing with this consumer and making life just a little bit tastier at the same time.