The idea behind this concept came from a detail I noticed while grocery shopping: the gluten-free aisle is depressing.

Dull colors, lots of text, and product photos that aren't exactly appealing. This is the wrong way to communicate, because it draws a sharp line between regular consumers and those with celiac disease, leaving the latter looking like a minority not worth investing in. WRONG.

What I set out to do with this project was create a product that, at first glance, looks no different from regular gluten-containing products, improving the experience of celiac consumers and putting all shoppers on equal footing.

How did I do it? With catchy copy, bright colors and pastel tones that break away from the washed-out palette of typical gluten-free products.