In 2015 the gluten-free bread category was continuing to grow. But most of the gluten-free bread options on the market were nutritionally poor and/or tasted awful. Our client, Silver Hills Bakery created a healthier gluten-free bread using plant-based ingredients (no eggs, starches or preservatives) which tasted great. We named it, branded it, packaged it and watched it turn into one of the leading SKUs in the U.S. natural food channel.

Create a Gluten-Free Brand from Scratch

Since this bread didn’t use sprouted grains, we thought this new gluten-free product could live independently from the Silver Hills brand. Through our strategic process and creative sessions, we created several great name options but landed on Little Northern Bakehouse. The small artisan-style name gave a nod to the Canadian roots of the company while maintaining an approachability that consumers would love. The logo and colour pallets were designed to create warmth and healthy vibrancy in line with the culture and values of the bakery itself.

  • Package the Bread

    Since we didn't use sprouted grains for this bread, we felt it paved the way to create a new gluten-free brand that could live independently from the Silver Hills brand.

  • Sell-in and Sample

    Through our strategic process and creative sessions, we developed several solid name options but landed on Little Northern Bakehouse. The small, artisan-style name gave a nod to the Canadian roots of the company while maintaining an approachability that our consumers would love. The logo and colour palettes were designed to create warmth and healthy vibrancy that was in line with the culture and values of the bakery itself.

  • Stand Back and Smile

    The real secret to the strategy was in the packaging design. Since the primary benefits of the product are taste and health, we made the bold move to communicate this prominently on the front of the package. There was no budget for mass media to get the word out so the packaging had to work extra hard on shelf to both attract and educate consumers. In the spring of 2016, Little Northern Bakehouse was launched.

Gluten-Free Bread; Solid Gold Results

In less than a year, Little Northern Bakehouse has become the number three gluten-free SKU in dollar volume in the US natural channel. It’s one of the fastest growing breads in the channel with sales per point of distribution (SPPD) growing steadily. Going forward, the plan is to help support the brand as it looks to be on track for realizing exponential annual growth over the next few years.

Results are in the details