RobotFood

We design brands to nail a proposition and create demand. We sit in the sweet spot between progressive creative and commercial understanding and it’s the results for our clients that count.

Our clients are all shapes and sizes in varied sectors around the globe. But the one thing they have in common is ambition – businesses that don’t just recognise the need for change, but embrace it. It’s never about volume, we’re here to add real value. We get involved when we believe in the brand and the people we’re going to work with.

As a creative partner, it’s our job to go beyond the brief – to dig deep and uncover the real opportunity. This sometimes means navigating the difficult stuff, so we’re never afraid of addressing the elephant in the room. Thankfully our clients expect that from us.

A global strategic branding consultancy delivering brand strategy, creative packaging design and communications.

SIMON FORSTER
Founder & ECD

Kipling needed a confident international expression and Leeds-based strategic branding agency, Robot Food, were chosen to deliver. With no strong existing equity in the international market, the team reinvented Mr Kipling as a true challenger, infiltrating a tired and old-fashioned category with a design that felt exciting and premium. The classic Mr Kipling wordmark stands front and centre on pack while straight-talking language brings a younger confidence. The team chose to replace the famous strapline with a compelling reason to believe for a brand-new audience. ‘Make every day delicious’. On the finished result, Kimberley Tonge, senior brand manager for international sweet treats at premier foods, said: “We love it, the design is still the brand without relying on nostalgia. It’s fresh and iconic.”

Elements of Practices

Commercial Practices show a transition from designers employed in traditional companies to creatives as entrepreneurs in the new economy. Through experiments with making and designing and explorations into untapped markets and unknown audiences, this “next” design aims to create new values for future economic scenarios.

“Packaging design is the connection of form, structure, materials, colour, imagery, typography, and regulatory information with ancillary design elements to make a product suitable for marketing.” To put that into a simpler form: Your packaging is an element of your marketing strategy.

'Design is the easy bit, so we look for strategic thinkers and real creative minds.'

We look for a good fit, ambition and (preferably) a specialism when it comes to design. We like someone who can teach us all a thing or two. Some designers come to us worried that they don’t have much big brand or packaging experience, but that doesn’t concern us if they have a great style and we can feed it into the work we produce. Design is the easy bit, so we look for strategic thinkers and real creative minds.

I've always appreciated the packaging design that goes into a product when received or bought. It's really what grabs a consumer's interest in buying it without really knowing too much about the product itself. The thought that goes behind and the process is quite intense but it's so nice how you can put your own twist on it depending on what kind of graphic design you personally like to use. It shows the character in both you and the product. Aesthetics and how they appeal to us is very interesting to me and I have experienced with packaging design in the past for some projects/ objects.

https://www.robot-food.com/about

https://www.gabriele.co.uk/creative-community/112/who-are-robot-food

https://www.thedrum.com/creative-works/project/robot-food-design-mr-kipling-redesign