O’Doughs was a brand-new company with a simple philosophy: to produce gluten-free products that didn’t taste gluten-free. The branding of O’Doughs needed to be seen as a step in a new direction to reflect the company’s fresh approach.
To offset the negativity of living with a gluten sensitivity, the logo was designed with a whimsical retro cartoon flare, creating an aesthetic that is familiar and friendly to baby boomers (who make up a large segment of the celiac / gluten-free market) and younger consumers alike. The colours served a dual purpose; orange being a colour linked to appetite, while also being a colour frequently used in 50's-60's design and decor to help cement the vintage appearance of the brand. The "Like every O'Doughs products, this ___ is gluten-free" line was developed and used across all products, and on branding items such as business cards and t-shirts to add a dash of humour.
The new brand rollout was a success, appearing on shelves across North America in stores such as Whole Foods and Loblaws.