Design Agency: Robot Food
Project Type: Produced, Commercial Work
Client: Northumbrian Fine Foods
Location: Gateshead, UK
Packaging Contents: Premium gluten free cookies
Packaging Materials: Card
Prewetts premium gluten-free biscuits rise to the occasion
Deliciously indulgent, Prewetts new premium gluten-free biscuits have taken the biscuit by taking £400,000 in the first four months. Designed to perfection by Leeds-based brand and design agency, Robot Food.
Prewetts have been making premium gluten-free, own-label biscuits for decades. Rightly proud of their products and confident of their appeal, they asked Robot Food to create a new Prewetts-branded premium biscuit range. The company also wanted to launch a new biscuit bar – the first of its kind in the gluten-free market.
Robot Food created the ‘Gorgeously gluten free’ strapline, and designed three variants (Chewy Oat and Raisin, Spicy Dark Chocolate and Ginger, and Rich Triple Chocolate) using strong blocks of bold colour, contrasted against a clean, luxurious white. The effects hint at the purity of ingredients and the flavoursome biscuits inside each pack. Robot Food also created ‘Chocoful’, a fun and colourful biscuit bar sub-range with strong family appeal.
Heritage and expertise are both key to Prewetts offering, and for a more elegant brand expression, the Robot Food team reduced the font weight of the existing logotype, and created a secondary brand mark for placement on pack tops, signifying the company’s heritage and commitment to quality.
The design positions Prewetts as both a trusted brand and an indulgent treat for modern foodies, proving that gluten-free food certainly can taste great, and that it’s not just for coeliacs. Now in Sainsbury’s and Waitrose, among other retailers, Prewetts new upmarket addition to their core range has taken £400,000 in the first four months.
Simon Forster, Creative Director, said, “Gluten free products are growing fast in popularity as the wider benefits of a gluten free diet become understood by more people. We hope that our design makes retailers rethink where they position these great biscuits, as they shouldn’t be confined to the gluten free isle.”