Why "BeeFree"

I get a lot of questions about BeeFree—what does it mean, why I chose the name, and even whether I hate bees (I don’t!). It always makes me smile. The story actually goes back six years, when I was brainstorming a name for what would become my gluten-free bakery dream.

Here is the original list of contenders

From the beginning, I wanted a name that could grow with the brand—one that could extend beyond baked goods to other food categories and maybe even non-food products someday. In the end, BeeFree rose to the top.

I was looking for a name and logo that would look great on a t-shirt, roll naturally off the tongue, and represent a lifestyle people aspired to be part of. Something empowering for men, women, and children of all ages.

So there I was, sitting on the floor of our home office with a giant sketch pad, bouncing ideas off my husband—also known as King Bee—and sketching out the humble beginnings of what would become our beloved BeeFree.

The first BeeFree logo sketched by Stephanie

Next came the logo design, and I knew exactly who to call—our dear Stephanie. A nanny, artist, and teacher, she’s a true nurturer of nature and a lover of life in all its beauty. With pencil to paper, she brought BeeFree to life with a design that instantly felt right—one we proudly place on everything BeeFree. It truly was a match made in heaven.

And then, as luck would have it, the bumble bee took flight as a major design trend. Suddenly, those iconic black-and-gold stripes were everywhere—on clothing, home décor, school supplies, jewelry, and more. Our timing couldn’t have been better.

The classic “bumblebee on a cookie” logo marked the beginning of BeeFree six years ago. That handcrafted design carried us through our earliest days and represented the heart and creativity behind our brand.

As BeeFree grew and our product line expanded—especially with the addition of our honey-sweetened, paleo granolas—questions naturally followed. Customers would ask, “Why is it called BeeFree if it contains honey?” “What does BeeFree really mean?” and even, “Do you hate bees?” (We definitely don’t.)

The more events we attended, the more we realized there was growing confusion about who we were and what BeeFree stood for. While the logo was beloved, it was becoming clear that our brand needed greater clarity. To better reflect our mission and ease that confusion, we made the decision to rebrand with a new logo.

It wasn’t an easy transition. Our original bumblebee will always hold a special place in my heart—as will the incredibly talented friend who brought her to life and helped BeeFree spread its wings in those early years.

Present logo

In the beginning, my goal was simple: to become known in my hometown of Noblesville, Indiana, for making incredibly tasty gluten and dairy-free treats—and maybe someday expand into Indianapolis. Today, I’m proud to say our vision has grown far beyond that. BeeFree is on a mission to reach households across the United States and become a trusted name for clean, nourishing food.

Our hope is to help people break free from junk food and rediscover how good real, thoughtfully made food can make you feel. We believe lives can be changed through honest ingredients, intentional choices, and a commitment to doing things the right way—through hard work, integrity, and purpose.

Wherever you are and whatever path you’re on, I hope you feel empowered to make healthy choices that fuel both your body and mind. I hope you surround yourself with people and things that inspire you to become the best version of yourself. The freedom to make these choices is a privilege—one that many have sacrificed greatly to protect.

Every day, I’m deeply grateful for the blessings around me and for the freedom that allows BeeFree to exist, grow, and serve others.

Wishing you peace, love, and paleo—

Jennifer Wiese