Creative Cook

Creative Agency: Robot Food
Project Type: Produced, Commercial Work
Client: Creative Cook
Location: UK
Packaging Contents: Cooking Sauce

British Pepper & Spice team up with Robot Food to give creative cooks a sauce that acts like your very own sous chef.

British Pepper & Spice is the UK’s leading herbs and spices manufacturer. With a reputation built on supplying retailers with top quality own-label products, the time was right to launch their own brand. They asked Robot Food to help them cook up something sensational. Target audiences were aspirational and time-poor creative cooks – people who want a great quality shortcut for exciting meals, and those who need a helping hand in preparing more exciting dishes.

After putting the category under the microscope and developing a brand platform, Robot Food came up with the ‘Now you’re cooking’ strapline to spark consumers’ imaginations and stir up a sense of energy and passion. Next came the flavours. Inspired by fantastic ingredients from different parts of the world, the team developed product names designed to ramp up the authenticity – Creole Jambalaya Paste, Moroccan Ras El Hanout paste and Yakitori marinade among others.

Ben Brears, senior designer at Robot Food, said, “Creative Cook was about attracting aspirational cooks who love to impress. By combining confident colourways, eye-catching foodie cues, and a sense of discovery and provenance, the range gives consumers the freedom to enjoy fantastic food that’s easy to prepare, in a fraction of the time.”

For the design, matte black was chosen for its stripped-back ‘professional cook’ feel. Bright, exciting accent colours differentiate the products and hint at the flavours, supported by product descriptors written in a punchy tone of voice. Eye-catching foils give the logo and strapline great standout, and the result is a delicious-looking premium brand with a mouthwatering range of international flavours.

Creative Cook launched late last year, exclusively to Sainsbury’s.