How does a brand shift preconceived expectation—especially when it’s a gluten-free product typically considered flavorless? With an estimated eighteen million people in the United States sensitive or allergic to gluten to some degree, Garlic Jim’s approached Seattle-based design firm Hornall Anderson to help them expand their already-successful in-franchise gluten-free pizza into grocery stores. Garlic Jim’s wanted to initiate a conversation with potential consumers on-shelf; Hornall Anderson took this direction and ran with it. Instead of doing the typical front of pack beauty shots of pizza (that consumers are used to seeing when shopping the frozen pizza aisle), the creative team took an editorial tabloid-style approach. Representing the gluten-free movement, the packaging includes humorous slogans and tongue-in-cheek messaging that embraces gluten-free, rather than being apologetic for it. With distribution currently localized in Western Washington, Garlic Jim’s is hoping to expand sales nationally.