Creative Agency: Robot Food
Project Type: Produced, Commercial Work
Location: Leeds, UK
Packaging Contents: Lighting
Leeds agency, Robot Food, bring this family business out of the shade with a bright new brand identity and colourful pack designs.
This online family run business were doing so well, their ever-increasing product ranges (over 1000 SKUs) had outgrown their existing branding. Robot Food were called in to articulate brand values and create a new brand architecture.
As a lively, hardworking company, the potential for some compelling brand engagement was huge. Robot Food began by creating a sparky brand story and the ‘Shining since 2003’ strapline to convey the brand’s heritage, amazing customer service and can-do attitude. Along side this, the team created a contemporary new logo with dialled-up relevance and ownability.
Next up was the range architecture. To clarify the basic, core and premium tiers, Robot Food devised a simple, striking visual system that distinguishes each and a bold colour coding system signifies the power source of each product.
As products came in a huge range of sizes and formats, consistency was key. Pack fronts were given a clean, fuss-free design featuring key information only. Side of pack is now filled with a playful suite of messaging, icons and a technical information. This clear communication hierarchy was made scalable across the whole range.
Each product is depicted on pack with a stylized illustration to add a friendly, informative technical feel. Social media gets a look in too, and from order to receipt of goods, the whole experience is fully branded for maximum consumer engagement, with packs encouraging consumers to share photos of their new purchases.
Matt Naughton, Lights4fun Director, said, “Lights4fun is about quality, lifestyle and making people smile. Robot Food have done a brilliant job injecting our brand with plenty of feel-good attitude. The ranges are much easier to navigate, and the brand has a freshness, simplicity and clarity that takes us to the next level. We’re thrilled.”
Simon Forster, Robot Food’s Creative Director, said, “Clarity and personality was our strategy, and we had a great time sharpening up the branding, introducing eye-catching colour and rationalising their SKUs. The brand is now a true reflection of what the business offers.”