Wholegreen Bakery - The Cardboard Cake - case study

​Coeliac Disease and gluten intolerance is on the rise. And for many that means a diet of bland food, missing out on the treats everyone else gets to enjoy. So we teamed up with Coeliac Australia and Wholegreen Bakery, with the aim of changing the perception of gluten-free food. Our insight was simple. People say that ‘gluten free food tastes like cardboard’, so we set out to make the most delicious cardboard ever, and make those sceptics eat their words, literally.

​Cardboard in appearance, but not in flavour, the Cardboard Cake is the result of a rigorous design process involving the development of bespoke baking trays that could mimic the shape of cardboard, kitchen wizardry, and plenty of blood, sweat, and…flour (gluten-free of course).​