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Robot Food
Co-op GRO

Pioneering plant-based

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What we did:

  • Brand Strategy
  • Creative Strategy
  • Naming
  • Verbal Identity
  • Brand World
  • Art Direction
  • Brand Guidelines

The Brief

Help us take a bite out of the £1bn vegan market with a new brand that caters to the growing appetite for plant-based food.

The Insight

Own-brand meat-free had set a worthy precedent but Co-op were perfectly placed to shatter expectations with a pioneering new direction for their own plant-based offering. They needed a brand that would not only entice the most committed of vegans and vegan-ish alike, but could stand confidently amongst the most emergent of challenger plant-based brands.

The idea

Food first. Future focussed. A progressive plant-based brand for all.

No fakes or substitutes. We put good food at the forefront with an optimistic name that captures Co-op's pioneering spirit and the ranges' plant-based roots.

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Multiple products, formats and locations in store meant convenience and stand-out was key. So we created a distinct identity and architecture with a strong visual impact – whether it's a singular product or a dedicated merchandised area.

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“We took inspiration from the bold, vibrant graphic style of contemporary food delivery services and cultural foodie influences from across the world. No worthy type styles or muted earth tones allowed.”


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