Robot Food has created new branding for Here&Now, a range of iced tea and coffee drinks.
The Leeds-based agency was tasked to reposition, rename and redesign the entire brand, which was previously called FITCH Brew Co (FITCH).
The new name, Here&Now, looks to reflect the idea of the cold brew drinks as an antidote to the culture of using caffeine as little more than fuel, contributing to overwork and burnout.
The new packs looked to establish more of a connection with consumers, using illustration as a way to tell and elevate the brand story, as well as articulating the product inside each can.
Andy Deeley, co-founder at FITCH Brew Co, said: “I am delighted with the outcome of Here&Now – a bold, vibrant, contemporary creative that has exceptional standout appeal both on shelf and on digital. We have flipped the narrative from so many other brands in the category.”
Source:
https://www.packagingnews.co.uk/design/new-packs/robot-food-rebrands-fitch-brew-co-drinks-to-herenow
