Free-From Bakery category leader Genius Gluten Free has launched a new brand identity across its popular range, with design from London-based B&B studio.

As the Free-From category moves further into the mainstream, B&B studio has reasserted the brand’s position as an established industry leader with a refreshed identity, now being rolled out in the UK and USA.

While maintaining color-coding for individual product lines, the Genius Gluten Free range is now unified by a vibrant shade of blue which reflects the Blue Sky Thinking that has led the brand to become a sector leader.

Adopting a fresher, cleaner and more contemporary tone befitting the increasingly diverse Free-From market, the brand speaks to a discerning and informed target market.

A refreshed logo reflects the brand’s experience in delivering ingenious products of high quality and flavour, with a thought bubble or bitemark to express the imagination, creativity and tastiness of the Genius brand.

B&B studio is working closely with advertising agency St Luke’s to relaunch the brand’s advertising and communications campaigns. B&B has given flexibility to the logo by introducing a ‘packvertising’ space: enabling product descriptions on pack and communicating the brand’s founding story in wider off-pack communications.

Off-pack, the logo has been adapted into both a bitemark and a thought bubble in visual displays of how Genius can be topped and served, celebrating the myriad ways to enjoy the product range. The campaign simultaneously enforces the brand promise of gluten free, and delivers the message that there is no compromise on taste, aroma and softness.

“Genius Gluten Free is a market leader in its field however we saw an opportunity to help consumers rediscover the intelligence and ingenuity that has made Genius the number one bakery brand in the Free-From category. Our new visual identity gives weight to the ‘genius’ concept in a playful way whilst increasing the brand’s impact on the shelf," says Shaun Bowen, Creative Partner at B&B studio.