Challenge
Glutino had established itself as the top-selling gluten-free brand in North America, but by 2025 the brand faced a challenge of staying relevant in a category that had evolved significantly since its founding in 1983. The gluten-free market had matured, with private label competitors and new entrants eroding the premium positioning that early pioneers like Glutino once had. As the market shifted from medical necessity toward lifestyle choice, Glutino’s visual identity risked appearing dated.
Solution
I led the design strategy to modernize the brand’s packaging and visual identity to target "better-for-you" snacking trends. My approach preserved the trust built over 30 years with loyal celiac and gluten-intolerant consumers while modernizing the brand's visual language to compete in a category that was no longer niche. The redesign created a cleaner, more contemporary shelf presence that maintained the brand's authority in gluten-free without feeling medicinal or dated, a common pitfall in the category. This scalable system supported nearly 100 products and established a clearer visual distinction from its sister brand, Udi’s, to prevent internal portfolio clashes.
Results
The redesign successfully reinforced Glutino’s position as the leading gluten-free brand in North America. The modernized packaging increased competitiveness in a crowded market, while new product formats demonstrated continued innovation. Early reception was especially positive among core consumers who value the brand’s long-standing commitment to quality.
Glutino had established itself as the top-selling gluten-free brand in North America, but by 2025 the brand faced a challenge of staying relevant in a category that had evolved significantly since its founding in 1983. The gluten-free market had matured, with private label competitors and new entrants eroding the premium positioning that early pioneers like Glutino once had. As the market shifted from medical necessity toward lifestyle choice, Glutino’s visual identity risked appearing dated.
Solution
I led the design strategy to modernize the brand’s packaging and visual identity to target "better-for-you" snacking trends. My approach preserved the trust built over 30 years with loyal celiac and gluten-intolerant consumers while modernizing the brand's visual language to compete in a category that was no longer niche. The redesign created a cleaner, more contemporary shelf presence that maintained the brand's authority in gluten-free without feeling medicinal or dated, a common pitfall in the category. This scalable system supported nearly 100 products and established a clearer visual distinction from its sister brand, Udi’s, to prevent internal portfolio clashes.
Results
The redesign successfully reinforced Glutino’s position as the leading gluten-free brand in North America. The modernized packaging increased competitiveness in a crowded market, while new product formats demonstrated continued innovation. Early reception was especially positive among core consumers who value the brand’s long-standing commitment to quality.
