Pearlfisher London creates the new brand identity for Genius – the UK’s leading gluten – free brand

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Pearlfisher London creates the new brand identity for Genius – the UK’s leading gluten – free brand

Pearlfisher London creates the new brand identity for Genius – the UK’s leading gluten – free brand
June 05
08:44 2013

Pearlfisher London has created the new brand identity – including strategy, brand architecture and tone of voice – for Genius, the UK’s leading gluten-free brand.

Professionally trained chef Lucinda Bruce-Gardyne developed Genius bread after failing to find good-quality gluten-free and wheat-free bread suitable for her gluten intolerant son. Based in Edinburgh, Genius is now the leading UK gluten-free brand with a 47% share in the Free From Bread category and with a wide range of products in the UK and overseas, including gluten-free breads, rolls and pastry.

Pearlfisher was tasked with redesigning the Genius identity and range, to ensure the brand can move freely across category and continent and to support the brand’s drive to become a household name in the mainstream bakery sector.

Sarah Cattle, Pearlfisher Creative Director commented, “The new Genius identity has been redesigned to feel confident, modern and friendly, representing the forward-thinking successful brand that Genius is, whilst still staying recognisable to loyal customers. The thought-bubble represents the imagination and creativity that goes into everything Genius does and as a stamp to reinforce the brand’s position as a leader in developing gluten-free across the world.”

Roz Cuschieri, Chief Executive of Genius, said: “The new look brand puts clear blue water between us and our rivals. With an increasing number of consumers opting to avoid gluten, the category is rapidly going mainstream and the rebrand is part of our response to that trend. As we constantly expand into new product categories, Pearlfisher’s redesign for Genius will appeal to our core customer group, but will also entice new customers, particularly those that are buying gluten-free foods for lifestyle reasons.”

The new-look Genius identity will be unveiled to consumers for the first time at this weekend’s Allergy and Free-From Show at Olympia in London (07 – 09 June 2013) with a new packaging design to be rolled out nationwide from July.


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