Porridge To The People!

Stoats Porridge has unveiled a major rebrand, masterminded by Robot Food. Stoats is a Scottish oats company with a passion for all things porridge and a focus on oat innovation. The company approached us due to our expertise in developing brand personality. The brief was to build upon the compelling brand story adding vibrancy and ownable IP to the packaging.

Formed in 2005, Stoats converted an American hot dog trailer, to sell hot porridge with generous, natural, tasty toppings at summer music festivals. The young company went on to develop a range of retail products including the world’s first porridge oat bars, which include favorite flavour combinations that have helped the brand to grow. With the porridge aisle leaders focusing on traditional brand values as a worthy proposition, Stoats found a gap in the market for a vibrant, young company that would push the porridge bandwagon.

“The previous design didn’t reflect their passion, so we injected personality through in-house illustration, to create a brand that would leap from shelves. We started by piecing together Stoats’ history and all the haphazard stories, which have shaped the company. The outcome of that exercise made it easy for us, as the work has been so much fun. We love the product and have such belief in the people behind the brand. There’s a lot of synergy between Stoats and Robot Food, so working together is a pleasure and we’re all excited to see where it leads us”, said Robot Food Client Director, Mike Shaw.

The scope of the work included roll-out of packaging across a range of products, an all new fully responsive e-commerce website and design of uniforms, trailers, vans and marketing material.

“The new design breaks branding rules, with a range of varied logo holding devices, adding to each scene on pack. We’ve also introduced a range of strap-lines. This is partly to add to the eclectic, homemade feel and partly because we had so many belters to choose from”, followed Mike.

Jessica Dennison, Marketing Manager at Stoats added, “We’re already seeing impressive results. We’ve only just started roll-out and already we’ve gained new listings with Waitrose, Asda, and Scotmid, with promising discussion taking place with other major retailers. Robot Food’s straight-talking, hands-on creative team makes them a pleasure to work with.”

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