We based the brand essence on the insight that a gluten free diet can be colorful, tasty and happy: to create great recipes you only need to play around with the right ingredients. We named the brand GÜDO, mixing up the words “good” and “gusto”, adding also a smile on the logo.
The insight “Gluten Free & Happy to be” and the payoff “Do it con Gusto” became the driving force of the brand identity. We played with photography, illustration and typography, mixing these techniques as ingredients to create impactful yet clean visuals. For the packaging line, we developed a strong design system that allowed us to use a wide color palette without loosing a clear, scientific approach.