The White Rabbit Pizza Company

The White Rabbit Pizza Company was born out of a request for a gluten-free pizza at The White Rabbit Pub in Oxford. Italian chef and one of the pub’s Director’s Teo, spent over a year creating the perfect gluten-free pizza base with a range of gluten-free toppings. These new additions to the pub’s menu went down so well that Teo and the other two Directors Nick and Josh, decided to launch it to the food retail market – and this is where we came in.

With the name of the company already decided, keeping its connection to the pub, we created the brand identity for The White Rabbit Pizza Company with a striking, yet fun logo using negative space to form a white rabbit peeping out of a pizza box.

It was decided to launch to market with six pizza flavours, all of which were gluten-free and only using organic ingredients, handmade in Oxfordshire. We designed the pizza box packaging with a rustic chequered tiled pattern as the background and bright colours as the different flavour identifiers.

Launched into Planet Organic initially, the brand received super positive feedback and even won the Innovative Challenge Award at Lunch, a trade-only exhibition for the food-to-go industry. It has since gone on to win several other food industry awards and White Rabbit Pizza’s are now available nationwide in Sainsbury’s, Waitrose and many other retailers including Whole Foods Market and Abel & Cole.

In addition to the original pizza box packaging, we also designed and built their website, initial stationery items, t-shirts and aprons and some custom-printed greaseproof wrap to use in the pub and when sampling pizza slices at shows and in-store.

White Rabbit Pizza logoPizza boxesVarious flavoursPizza restaurantWhite Rabbit Pizza Co. website design

“With Wetdog Creative, not only do you get incredible design work, you also get onboard two people who genuinely care about you and your business with a passion. They have consistently gone beyond the call of duty to help us work through any problems we've faced, and have been truly invaluable to our growth. Jan and Caroline have been supporting us from day one, and I honestly wouldn’t swap them for the world!”

Director of The White Rabbit Pizza Co Ltd -

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