Taking a stand against bland
What we did:
- Brand Strategy
- Creative Strategy
- Verbal Identity
- Visual Identity
- Brand World
- Brand Guidelines
- Brand Guardianship
The Brief
Take us from a ‘needs must’ to a must-have, with a bold brand consumers can’t live without.
The Insight
The food-to-go space is anything but appetising, stuffed full of own label products that all look, sound and offer the same. But with their fearless attitude and exciting NPD, Urban Eat were ready to change that.
The idea
You are where you eat. Lift convenience food out of its rut by bringing the energy and excitement of urban living to life.
In food-to-go everything’s been done to death so we had to look elsewhere for inspiration. Every pack is an individual work of art, you’ll spot Memphis-style patterns, Keith Haring inspired line drawings, Matisse-esque shapes – you name it, we did it.
Chris
Design Director
We created the Urban Eat ‘tongue’ to add consistency to an otherwise assorted identity. Appearing proudly on pack to make an impact in store, as well as in the wider brand world.
For the messaging we played with sensorial language, foodie puns, and crafted ownable product descriptors to add some much needed energy and humour to the category.
“Eye candy wasn’t enough. Urban Eat needed to get tastebuds tingling with their words too. So we helped them find their voice with messaging as drool-worthy and attitudinal as the design.”
Lizzie de Jong
Copywriter
“This new chapter will allow us to build brand awareness, grow into new listings, and inspire consumers looking for unique and exciting lunchtime offerings. It’s been a pleasure partnering with the Robot Food team and we’re so excited the vibrant new look has hit the shelves."
Ali Johns
Head of Brand Development — Urban Eat
