Isabel’s is a Free From home-bake brand. Their delicious mixes are naturally free from gluten, wheat, additives and added sugars. Robot Food created a category-busting new identity, proving that free from foods can boast foodie values.
Wheat and gluten-free foods are a growing lifestyle trend. Isabel’s wanted a brand that appealed to a broadening range of consumers, and to communicate how their products are delicious enough for everyone, not just those with food intolerances.
Their existing brand identity looked bland, dated and was not cutting the mustard. Category perceptions were not helping, being notorious for a lack of inspiration, apologetic packaging, and a tendency to blend into the wallpaper.
