Creative Nature
The challenge: How do you make allergen-free food feel joyful, not restrictive?
Creative Nature wanted to increase visibility in Tesco stores without relying on food sampling or large ad budgets.
The goal: redesign seasonal packaging and create a low-cost marketing concept that would spark curiosity, excitement, and brand loyalty.
Packaging
Branding
Illustration
Packaging Redesign
Making allergen-free food as fun as it is safe
Before
Muted tones positioned the product as restrictive and health-first, rather than joyful and family-friendly. The design didn’t speak to their real audience: parents buying for kids with allergies who still want fun, flavour, and joy.
Before
After
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Bolder colours create shelf impact and feel seasonally relevant for children during Halloween
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A playful tone reframes the brand as fun, not medical
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Children connect with the ghost mascot and parents trust the clear allergen messaging
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Distinctive design helps Creative Nature stand out amongst beige “free-from” competitors
After
Campaign Concept: The Cake Emergency Hotline
A playful guerrilla marketing concept that invites customers to call an AI chatbot hotline for allergy-safe baking tips, puns, and brand jokes.
Designed to humanise Creative Nature and prove that allergen-free food can have a sense of humour.
Poster design
How it works
Customers call the hotline and choose from three playful options:
Press 1 – Get allergen-specific advice.
Press 2 – Receive baking tips.
Press 3 – Scream into the void (because ‘May Contain’ labels are exhausting).
Hear the hotline
Press 1 - Allergen specific advice
Press 2 - Receive baking jokes
Press 3 - Scream into the void
I wanted it to feel like calling a friend who gets it
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Instagram post