FMCG design agency & challenger brand consultancy, The Collaborators, helped White Rabbit reposition from 'alternative' to mainstream Italian FMCG design agency & challenger brand consultancy, The Collaborators, helped White Rabbit reposition from 'alternative' to mainstream Italian

Bringing everyone to the table

Teo and Nick had a small, but successful gluten free pizza business. They came to us wanting a pack evolution to bring the idea of ‘Alternative Italian Food’ to life.

We reframed their strategy, shifting emphasis from exclusion to inclusion, developing the big idea, “Per tutti!” Italian for everyone” and creating a more edgy brand expression. Not only does it fit their values and youthful personality, it also laid the foundations of their brand world and visual style; and it's certainly helped get them noticed! The brand has seen 70% year-on-year growth and has extended into a host of new categories.

The Collaborators

From a very functional brief, the team challenged our strategic thinking about brand positioning and helped us to articulate exactly why we do what we do in a really authentic way. Not only that, we also have a fantastic new visual identity that better reflects our brand and is already helping to attract the eyes of new shoppers and retailers!

The Collaborators
The Collaborators
The Collaborators
The Collaborators
The Collaborators

70%

YOY Growth
(2021 - 2022)

The Collaborators
The Collaborators
The Collaborators

Well-thought out packaging, incorporating clear USPs and even options for display.

Judges comments - Free From winner, The Grocer's New Product Awards 2022 - Chick'n & Pesto Calzone
The Collaborators
The Collaborators
The Collaborators
The Collaborators
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