Robot Food

Marshalls Mill, Marshall St, Holbeck, Leeds LS11 9YJ, UK

Creative Agency: Robot Food
Project Type: Produced, Commercial Work
Client: Bulk Powders
Location: UK
Packaging Contents: Protein Powders

As the worlds of fitness and lifestyle health continue to merge, BULK POWDERS® and Robot Food join forces to put the brand through its paces and tone up the impact.

BULK POWDERS® sell their sports nutrition supplements online, in bulk. Robot Food designed the iconic brand, website and packaging in 2013, and were asked back to unify and progress the brand to accommodate the growing product range.

The worlds of health and lifestyle fitness have merged over recent years. What began as a range of specialist protein products for serious athletes and bodybuilders has developed into a full range of nutritional and lifestyle foods and supplements. It was time for a brand rationalisation and refresh.

Robot Food started by tweaking the pack architecture, then simplified the logo from multiple greens to a single distinct, energising green to strengthen the brand consistency. The team then modernised the font in the word-marque and changed the grey to a bold black for greater standout.

ACTIVE FOODS™, one of the four sub-ranges, was given a stronger singular identity and a foodier feel. Retaining the sub-brand’s keynote purple, the packs were re-designed on brown paper bags and other substrates with clearer flavour cues. The look is more natural, premium, appetising and tactile. The team also created and designed ‘Bulk Points’, a new customer reward system.

BULK POWDERS® now sports a cleaner, more progressive aesthetic. As well as millennials in general, the brand is also set to draw more female consumers and anyone who takes a serious, holistic lifestyle approach to looking and feeling their best.

Elliot Dawes, Managing Director at BULK POWDERS® said, “Robot Food strike again. They’ve succeeded in moving the brand on in precisely the right direction. The branding is still very much ‘Bulk Powders’ but with extra relevance, and head and shoulders above our competitors.”

Mike Johns, senior designer at Robot Food said, “Having designed Bulk Powders’ branding previously, we understand where they’ve come from – and where they’re going to. We also understand modern food, fitness and lifestyle trends, and we applied our knowledge to move the brand on so it speaks to a newer, wider, savvier audience – without compromising the existing brand equity.”