Design Agency: Robot Food
Project Type: Produced, Commercial Work
Location: Leeds, UK
Packaging Contents: Paleo snack bar
Packaging Materials: Flow wrap
BODHI make paleo and protein bars with an unusual ingredient. Cricket flour. So Robot Food gave them a brand identity and packaging worth chirping about.
BODHI is a UK start-up snack bar brand that ticks a lot of boxes. All-natural, paleo, organic and sustainable, the snacks are loaded with protein, potassium, fibre and other goodies. The bars are also free from gluten, dairy and soy. Perhaps more memorably, a key ingredient is cricket flour. (Cricket flour has a higher protein percentage than poultry, salmon and eggs combined.)
Enlightenment is the very heart of the Bodhi brand, and in Buddhism, Bodhi means ‘enlightenment’ or ‘awakening’. Robot Food came up with the ‘For mind, bodhi & soul’ strapline. This perfectly encapsulates the brand personality, which takes good, natural food seriously without being preachy or po-faced.
Confident design and a strikingly simple colour palette communicates the all-natural messages with appealing clarity. A simple antennae shape over the ‘O’ in the logo design subtly nods to the cricket ingredient. Subtlety was important in this regard because, even though crickets are part of the same family as prawns and lobsters, it’s still an ‘unusual’ food choice in the west. Robot Food also created the on-pack tone of voice, which is serious yet conversational and totally focused on the goodness of the ingredients.
As well as doing good for people and the planet, BODHI also do good for charities. They make regular charitable donations and discuss the causes they support on their website. To give the website a more branded feel, we added a suite of branded icons to bring it in line with the new identity.
The results reflect the current trend among health-food brands for purity, simplicity and efficacy, and strike a perfect balance between paleo, protein and the other ingredients to attract as many health-savvy consumers as possible.
Nick Kirwan, owner at Bodhi, said, “I’m really happy with our new branding. Robot Food struck that balance between serious, confident and fun in ways that really communicate what we’re about – enlightened snacking. Fantastic work.”
Simon Forster, Creative Director at Robot Food said, “We love the idea of sustainable, natural protein for paleo snackers. Our striking designs give BODHI a strong shelf presence, and although the ingredients are seriously healthy, the logo’s little ‘smile in the mind’ adds a touch of humour rarely seen in the health bar market.”