Being celiac in Uruguay is a real challenge. Not only is there a lack of variety of gluten-free products already known to consumers, but also the prices that they have to pay for them are very high, because most of the products are imported.
Grupo D Alimentos was aware of this reality, so the company decided to ask for the authorization of the Ministry of Public Health of Uruguay to set up many sectors of their plants in order to produce gluten-free food. In this way, they became the first national company to produce bread products for celiacs on an industrial scale in Uruguay. Having the support of the Celiac Association of Uruguay (ACELU in Spanish) was vital to take the first step and guarantee quality and innocuousness.
Our studio was asked to create the naming and design of the new graphic identity (logotype) and the identity of its packaging lines. The challenge was to make the product stand out in the point of purchase and make it clear at first glance that it was a line of gluten-free products. The approved proposal lays out as the stand-out element a particular color brand that not only shows originality and differentiation in the category, but also has excellent shelf impact in the point of purchase.
Pizzas, muffins, sliced bread, buns and duffs are the first launched products that can be found in many supermarkets and stores around Uruguay.