Branding the
freedom to indulge

When Free Mills approached us, it became
immediately clear that these newcomers to the
gluten-free market were on a mission to make
delicious gluten-free and free-form products
widely accessible.

We were starting with a clean slate and faced a
significant challenge…

TASK

Our task was to position a new gluten-free
company in the US and develop a trustworthy
brand deserving of prime shelf-space in major
retailers and being equally e-commerce friendly.
The product range varied greatly, spanning from
cooking and baking products to a variety of
finished goods.

SITUATION

During our "Crystal Ball" process, we looked into
the future, identifying ideal customers, and
pinpointing the quickest route to market. We
clarified the company's mission, vision, and
purpose, setting Free Mills apart in a sea of
gluten-free competitors. Our strategy informed
the "Freedom to indulge!" brand slogan.

Next, Free Mills was established as the house
brand, while "Freats by Free Mills" was introduced
as a sub-brand, emphasizing snacks and on-the-go
product offerings. The brand identity was
crafted with custom illustrated visuals,
handwritten typography, and a pastel colour
palette in support of on-shelf product
differentiation.