Genius: Creating Britain's number one gluten-free brand
Campaign details
Category name: Food producersAgency: PearlfisherAdvertiser: Genius Gluten Free
Executive summary
In 2012, Genius – an established presence in the UK's fast-growing gluten-free sector - decided to re-brand.
Genius' brand identity was created pre-launch for what was then a niche product in a rapidly developing market. Five years on, it needed to respond to growing market pressure: from own label and branded gluten-free products, and new products from rivals adopting the green and purple colour cues Genius pioneered for gluten-free.
The rebranding, undertaken by Pearlfisher, had to...