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Robot Food

Making own brand, brand proud

Coop 01 Group

What we did:

  • Creative Strategy
  • Visual Identity

The Brief

Our product is as good as the big brands but we appear second best. We want to be a pioneering retailer that doesn't follow the herd.

The Insight

With the rise of the budget retailers, the barriers to own brand are being shut down by savvy shoppers seeing through the brand sheen and spotting quality when they taste it.

The idea

Own own brand. Break the rules of the apologetic approach to own brand design and be proudly Co-op.

Coop 02 Whitespirits

From vodka to wheat beer, we created an eclectic but cohesive identity that heroes the Co-op brand and celebrates the individuality of each product.

Coop 05 Vodka
Coop 03 Darkspirits
Coop 04 Rumpattern

The Result:

Sales up 21% Year-on-year

Coop 06 Cans

We stayed true to the Co-op colours with their brand blue, black and white, alongside a silver brand mark to unify the range, whilst allowing the freedom for different graphic expressions for different products.

Coop 08 Cansshrink
Coop 07 Stubbies2
Coop 07 Stubbies1

“As big fans of the Co-op, we know first hand just how good their own brand stuff is, so we wanted to create a design that did both the products and the brand justice. Through expressive typography and impactful graphics we’ve given each of their beers, ciders and spirits a ownable identity that all still feel distinctly Co-op.”

Creative Director

RF Portraits 2022 Ben
Coop 09 Bavarian
Coop 10 Czech
Coop 11 Cider

“Beers, ciders and spirits has never looked more confident. Easy to navigate and hard to miss, Robot Food have set the bar for own label and delivered a range that feels like a genuine and credible alternative.”

Brooke Fletcher
Design Manager — The Co-operative Group