Robot Food has revamped the branding of food-to-go range Urban Eat, aiming to “implode” the sector with bold new designs that “push the limits and shatter the preconceptions of what ‘grab and go’ can be”.
While Robot Food was keen to look at how the brand design could look on new products coming to the Urban Eat range, the brief was also to ensure a focus on existing flavours.
“The ambition was to become this really exciting, innovative brand,” said Robot Food creative strategist Natalie Redford. “But in the short term, they still have to big up a cheese sandwich—sometimes it’s the only thing that hits the spot.”
The main design challenge was to harness vibrant colours, intricate pattern designs and illustrative elements but without alienating anyone, “colourful and crazy but tasty and approachable,” said senior designer Chris Shuttleworth.
The huge range of illustrative styles are central to the Urban Eat brand, used on-pack to heighten the sense of excitement and dynamism of the range and create a rich brand world.
The high-energy, playful but functional illustrations nod to elements from across art history—as well as the sandwich aisle.
Ali Johns, head of brand development at Urban Eat owner Samworth Brothers, said: “This new chapter and identity will allow us to build brand awareness, grow into new listings, and inspire consumers looking for unique and exciting lunchtime offerings.”
Source:
https://www.packagingnews.co.uk/design/new-packs/robot-food-rebrands-urban-eat-grab-go-push
