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Robot Food
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Founded in New York and now based in London, Ice Kitchen’s next goal was to crack Europe. Robot Food delivered an ice-cool new brand identity and design to help them on their way.

Ice Kitchen hand-make delicious fruit, dairy and cocktail ice lollies. Only artisanal ingredients are allowed, such as whole fresh fruits, fresh milk and cream, and top quality chocolate, herbs, spices and aromatics.

Already established in the UK, Ice Kitchen had their sights set on Europe, and asked Robot Food for a brand refresh. After investigating the existing brand, the team’s strategy was to de-clutter the identity and evolve selected elements for a stronger, cleaner, more delicious presence.

Taking inspiration from the handmade ethos, Robot Food gave the logo a handmade-style twist, and added a ‘degree’ symbol for some playful context. But the real stars of the show are the lollies and their ingredients. Retaining the original photographic treatment, the team simplified the appearance for clarity and standout. London College of Art student, Divya Scialo, was then commissioned to produce the loose, hand-painted wrapper illustrations. Bursting with mouthwatering colour, the results jump off the packs to express each product’s personality and ingredients.

Refreshingly elegant and contemporary, the new identity successfully enhances the brand’s original charm to seriously scrumptious effect. New distribution channels throughout Europe are in the pipeline, alongside existing listings at Cook in the UK, and a weekly stand on London’s popular South Bank.

Cesar Roden, Ice Kitchen owner, said, “Robot Food have done a beautiful job. The results are stunning, and significantly boost our taste appeal for a true reflection of our brand values. We’re now perfectly positioned to wow the wider European market.”

Simon Forster, Creative Director at Robot Food, said, “No one else does ice lollies quite like Ice Kitchen. As a market leader, they deserved a truly standout brand – bursting with colour and artisanal values – to take them to the next level. We’re justifiably proud of the results.”
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Check out the video case study we created for the branding of Vocation Brewery:

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Mercht makes their mark with a fresh brand identity
Mercht describe themselves as ‘the free way to create and sell merchandise’. Robot Food created the brand identity and website, giving them a headstart in a young, exciting marketplace.
Mercht comes from the team behind Awesome Merchandise. Robot Food designed the Awesome identity in 2014, which sent YOY sales soaring to the tune of 35%. Awesome asked them back to create the brand identity for Mercht.
Described as ‘the free way to create and sell merchandise’, Mercht offers a risk-free ‘design, print and shipping’ service for tee-shirts and other wearables. It’s a win-win business model where, if designs sell well, both parties make a fair profit, with no loss if the designs aren’t successful.
Robot Food designed the identity using a striking red, yellow and blue colour palette. The new custom logotype flows with a sense of freedom, bringing the ‘print for the people’ ethos to fresh, friendly life. Alongside these sit a new suite of branded illustrations and eye-catching icons. These communicate the nuts and bolts of the service, and help promote the brand’s vision of democratic design, open to all.
The team also designed the website with plenty of clarity and step-by-step service usage guides, and created the brand tone of voice to articulate the offer with engaging warmth. Colourful, simple and compelling, both the brand identity and website set a new industry benchmark among competition that’s largely faceless and corporate-looking.
Mercht launched this week, and Luke Hodson, owner at Awesome, is over the moon, “Robot Food strikes again. Creatively, we’re very much on the same wavelength, and what they’ve done for Mercht is precisely what we envisioned – beautiful, simple and exciting.”
Simon Forster, Robot Food’s Creative Director, said, “Working with Awesome never feels like work. They’re ambitious, passionate and full of new ideas, and it was a pleasure to create the Mercht identity. I can see this becoming a big business in its own right. We are of course working on our own tee shirt designs to upload.” 
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We've only gone and been included in @bpandopinion's Studios of 2015 #design #branding #packaging

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Fakestalgia makes us buy things. There are even studies* to prove what advertisers and marketers have known for years: that warm, fuzzy feeling we get from the ‘good old days’ encourages us to put our hands in our pockets, and to heck with austerity.

(*Journal of Consumer Research, October 2014)

So what is fakestalgia?

It’s nostalgia for millennials. Princeton professor, Christy Wampole, describes today’s youth as “manifesting a nostalgia for times they’ve never lived themselves”. With easy access to vast swathes of the past, this tech and media-savvy generation are drawn towards collective memories they haven’t actually experienced. Look at Instagram and its age-filters. Distressed clothing. Hipsters and their old-timey braces, swigging homebrew and getting their beards trimmed in traditional barber shops. Vintage furniture. Casio watches. We could go on.

And it’s no wonder. In a time when last month’s phone is already old hat, looking to the past grounds us when the ‘nowness’ of life threatens to sweep us off our feet. Millennials may be an optimistic bunch but with thefuture feeling so uncertain, this link to the past can be very reassuring.

Millennials are the hottest ticket in town. This is the demographic everyone wants to engage, and these Generation Y’ers have a particular penchant for 90s-inspired stuff. The 1990s is the decade of their youth so brands are going all out to target them with it. And they’re lapping it up. But it has to be done skilfully. Savvy millennials have an in-built resistance to big corporates and a clumsy ‘one size fits all’ mentality.

Authenticity is key

Only the right brand with the right product and the right message will do. So rather than hitting them over the head with obvious or try-hard references, the way to millennials’ hearts is through inside jokes, irony and tongue-in-cheek style and wit. Authenticity and nuance is essential. Anything less will be spotted a mile off and avoided.

All this is good news for us at Robot Food. Half our team are millennials and we’ve got a glowing track record in making nostalgia pay for our clients. Take our repositioning of the Panda drinks brand. Although Panda did conjure up fond notions of misspent childhoods, there were also negative connotations. We repositioned this iconic brand in ways that hit target consumers between the eyes and moved it on to appeal to the next generation. All while retaining that essential nostalgia factor.

We’ve worked similar wonders with Jammy Dodgers, Smash and the recent relaunch of Cadbury Mini Rolls. Right now, we’re hard at work on another national treasure of a brand. Millennials, and all those trying to engage them, watch this space.
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Gun Club make elite training supplements and clothing for serious gym-goers. Leeds brand and design specialist, Robot Food, gave them a powerhouse of a brand identity.

Robot Food was tasked with creating a training supplements brand. In a crowded marketplace characterised by machismo, pseudo-science and gimmickry, the challenge was to enter the sector as a clear winner. Not just a contender.

Robot Food spotted an opportunity early on. They identified that, although men invest a lot of time going to the gym to look and feel good, there was no brand that truly ‘gets’ them, speaks their language and embodies their lifestyle.

They went in with three positioning options. Secret Service had a strong sense of premium, military-grade precision for the best of the best. Sport Science was a winning formula grounded in efficacy with cut-through minimalism. Contemporary Grit, the chosen route, is packed with rebellious attitude, reflecting the lifestyles of those who train hard and play hard. This was the most compelling as it felt completely unexplored territory. The look and feel blended tattoo art, the vintage motorcycle scene, MMA and other edgy urban subcultures.

After creating the confident, tongue-in-cheek name, Gun Club, and the strapline, High Caliber Training, Robot Food created monochromatic designs that express a raw, gritty realism and traditional masculinity – ideal for the range’s quality products, which include testosterone booster, fat burner and soon to arrive protein supplements.

The clothing line is equally important. As a lifestyle brand, Gun Club is about helping people express themselves outside, as much as inside the gym. It’s the first brand of its kind to align with lifestyle choices rather than just peddle product under the broad banner of ‘sport’. Whether you aspire to look good for yourself or to attract the opposite sex, the URL says it all at

Gary Peacock, Gun Club owner, said, “We launched Gun Club at a public trade event. The brand had superb standout and the response was phenomenal, with people queuing up to buy product. Our success as both a training supplements brand and lifestyle fashion brand looks assured.”

Simon Forster, Robot Food’s Creative Director, brought a wealth of experience to the project, having a strong background growing sports and lifestyle fashion brands. Simon said, “Our key audience sees training as a way of life. Although the design appears serious, unlike competing brands, it doesn’t take itself too seriously in a tech or sport focused way. It’s proudly masculine with a nu-school twist and stands out as the brand of choice for this hard working contemporary sub-culture.”

The brand launched at Body Power Expo last month, and Robot Food have already put design strategies in place to expand the product range, keeping this new brand relevant to the core audience and ahead of the competition.
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