REBRANDING
THE
OG IN NO-G
UDI’S BAKERY
BRAND IDENTITY, PACKAGE DESIGN
AND ILLUSTRATION
CHALLENGE /
Evolve Udi’s Brand and Packaging into a more disruptive, challenger brand that reignites excitement among core gluten-free consumers and re-establishes its leadership position within the category.
APPROACH /
Evolve Udi’s Brand and Packaging into a more disruptive, challenger brand that reignites excitement among core gluten-free consumers and re-establishes its leadership position within the category.
APPROACH /
LEVERAGE THE FRIENDLY FEEL
The existing logo wasn’t broken — it already carried a warm, friendly presence, and the yellow bullseye stood out on-pack. Our approach was to refine and modernize it without losing familiarity. We stripped away the heavy drop shadows and shading, injected more personality into the letterforms, and introduced a circular holding shape to create a cleaner, more iconic identity system.
BRING BACK THE BAKERY
The existing logo wasn’t broken — it already carried a warm, friendly presence, and the yellow bullseye stood out on-pack. Our approach was to refine and modernize it without losing familiarity. We stripped away the heavy drop shadows and shading, injected more personality into the letterforms, and introduced a circular holding shape to create a cleaner, more iconic identity system.
BRING BACK THE BAKERY
Founded in Colorado, Udi Baron opened a small bakery with the mission of creating better gluten-free bread. In 2008, alongside an expert gluten-free baker, he helped revolutionize the category by bringing one of the first truly great-tasting gluten-free breads to mainstream grocery shelves. The redesign aimed to reconnect the brand to those bakery roots — bringing back a sense of craft, warmth, and authenticity.
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EVOLVING THE PACKAGING PORTFOLIO
UDI’S BAKERYSTRATEGY + PACKAGE DESIGN
APPROACH /
KEEP FAMILIARITY AT SHELF - As we evolved the Udi’s brand identity and packaging, we were methodical about what to keep, remove, and reimagine. What made the redesign especially impactful was that it wasn’t just a visual refresh — ConAgra also invested in improving the products themselves, which allowed us to push for larger product windows that better showcased the quality and texture of the food.
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We explored a wide range of concepts across key products, then tested the architecture against the full portfolio to ensure the system could flex while still feeling cohesive as one brand family.
The design direction pulled from bakery cues — inspired by sticker seals, and open product windows that showcase texture and ingredients. In frozen, visibility is important, so we paired large floods of color with open windows to help products stand out through freezer doors. The Udi’s logo acts like a bakery seal, a final approval, layered over bold color fields with deckled edges and bakery-inspired messaging to bring the craft and personality to the system.
CREATIVE /
The design direction pulled from bakery cues — inspired by sticker seals, and open product windows that showcase texture and ingredients. In frozen, visibility is important, so we paired large floods of color with open windows to help products stand out through freezer doors. The Udi’s logo acts like a bakery seal, a final approval, layered over bold color fields with deckled edges and bakery-inspired messaging to bring the craft and personality to the system.
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BRAND CHARACTERS
UDI’S BAKERYCHARACTER ILLUSTRATION
If we had to choose a favorite part of the project, it would probably be the character exploration. We explored a wide range of ideas and narritives — starting with the baker himself and eventually landing on playful product characters that echoed the warm, friendly nature of the brand.
Need help evolving your brand or packaging? Reach out here.
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