Deuce Studio Drives Breakthrough Rebrand for White Rabbit Pizza Co, Delivering Major Retail Wins and Category-Beating Growth
London, UK – Deuce
Studio, a London-based branding and design agency, has successfully led the
rebrand of White Rabbit Pizza Co, a dedicated gluten-free Italian food
manufacturer, helping the brand secure major new retail listings and achieve
rapid post-launch growth.
Founded with a clear mission to create gluten-free pizzas that are genuinely
delicious — not merely “good for gluten-free” — White Rabbit Pizza Co has
always challenged the compromises typically associated with free-from food.
However, as the brand matured, it became clear that its visual identity and
brand positioning no longer reflected the quality, ambition, or mainstream
appeal of the product itself.
Deuce Studio was appointed to deliver a full rebrand, designed to elevate
White Rabbit Pizza Co from a niche gluten-free option to a confident, premium
challenger brand capable of competing head-to-head with traditional pizza
products.
The rebrand focused on clarifying the brand’s purpose, sharpening its
Italian food credentials, and creating a visual identity that communicated
taste, craft, and credibility — without leaning on tired “free-from” cues. The
result was a brand that appealed equally to gluten-free consumers and shoppers
simply looking for great-tasting pizza.
The impact of the rebrand has been immediate and commercially significant.
Following the relaunch, White Rabbit Pizza Co secured two major new stockist
wins with Tesco and Morrisons, dramatically widening the brand’s national
distribution and placing it in front of a far broader consumer audience. These
listings mark a major milestone for the business and validate the strength of
the new brand positioning at retail level.
In addition to expanded distribution, the rebrand has driven strong
financial performance. Since relaunch, White Rabbit Pizza Co has achieved 25%
growth, outperforming the wider gluten-free category by a factor of five. At a
time when the category itself continues to grow steadily, White Rabbit’s
accelerated performance highlights the power of strategic branding to unlock
commercial momentum.
Speaking on the project, Deuce Studio commented that the goal was never to
simply “refresh” the brand, but to fundamentally reposition it.
“White Rabbit already had a brilliant product and a clear point of view. Our
job was to make sure the brand did it justice — to help it stand confidently on
shelf, speak to a wider audience, and support ambitious retail growth. The
results speak for themselves.”
The rebrand demonstrates how thoughtful, strategy-led design can act as a
catalyst for real business outcomes, particularly in competitive FMCG
categories where differentiation is critical.
White Rabbit Pizza Co’s success story reinforces the idea that gluten-free
no longer needs to be framed as a compromise. With the right brand foundations
in place, it can compete — and win — on taste, quality, and desirability alone.
ENDS
About Deuce Studio
Deuce Studio Brand Design Agency London
based, is well known as a branding and design agency working with ambitious
brands to create clarity, distinction, and commercial impact through
strategy-led creative.
About White Rabbit Pizza Co
White Rabbit Pizza Co is a dedicated gluten-free bakery, founded to make pizzas
that are genuinely delicious, proving that gluten-free food doesn’t have to
settle for second best.
Deuce Studio
Contact Us:
020 7459 4943
info@deucestudio.com
Address:
116 Pill Box,
115 Coventry Road,
London, E2 6GG