It’s us – worry-free food

Agency: Ollie
Brand Designer, Brand strategist: Stef Hamerlinck
Photography (studio): Food photo Ghent
Location: Belgium
Project Type: Produced
Client: It’s us
Product Launch Location: Global
Packaging Contents: Pasta, flour, biscuits
Packaging Substrate / Materials: Paper
Printing Process: Standard

Brand strategy, naming, branding & packaging design for Hungarian glutenfree brand It’s us. After a deep dive into the glutenfree category we noticed a clear gap. Most brands are fairly ‘bland’ and medical in nature, we wanted to transform ‘free from’ to ‘worry-free’ and create a fun and inclusive approach. We also noticed glutenfree is expanding way beyond the medical need, it became a lifestyle choice. ‘It’s us’ was born, a brand that includes consumers in the product development stage to create better products that taste good and are worry-free.

What’s Unique?
Each product has the name of an actual consumer, with his/her story and why they love the product on the back.