When we met O’Doughs, they were a company just beginning to build their product line-up with a simple philosophy: to produce gluten-free products that didn’t taste gluten-free. Their target market was largely baby boomers, and other individuals with celiac disease or gluten allergies. Since gluten-free products had already garnered a reputation of being bland and dry, the branding of O’Doughs needed to be seen as a step in a new direction to reflect the company’s fresh approach.
The branding began with the name of the company and logo, both of which were whimsical and had a retro cartoon flare. This path was taken in order to offset the negativity of living with a gluten sensitivity while also targeting baby boomers with an aesthetic that is both relevant to them and friendly. The packaging followed suit with colourful SKUs continuing the retro theme which allowed the O’Doughs products to stand out on shelves against the relatively somber packaging of existing products on the market. The launch of O’Doughs was a success, and the product range can now be found in hundreds of stores across Canada and the United States.