Urban Fruit – Wellness Range

Robot Food

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

Design: Robot Food
Location: United Kingdom
Project Type: Produced
Client: Urban Fruit Product Launch Location: United Kingdom
Packaging Contents: Superfood-infused dried fruit snacks

Strategic branding and packaging design agency Robot Food has teamed up with fruit snack brand Urban Fruit to create a range of superfood-infused dried fruit snacks.

With 68% of consumers viewing snacking as a way to help improve their quality of life*, dried fruit brand Urban Fruit spotted the perfect opportunity to create the first ever ‘wellbeing’ range in the dried fruit category.

Aimed at young, health conscious consumers, the snacks are made from a combination of mixed dried fruit and superfood powders such as baobab and turmeric. With each ingredient offering its own unique health benefits, from encouraging sleep to supporting a healthy immune system.

For the design, Robot Food knew the range had to be confident, colourful, and not only stand out from the competition, but from Urban Fruit’s existing product portfolio too. All whilst looking natural, tasty and full of goodness.

Using Urban Fruit’s energetic and expressive master brand as a starting point, Robot Food chose to soften the colour palette to create a calmer, gentler feel. Alongside contrasting bold type for the benefit-led naming and clear wellbeing claims to create an overall purposeful and efficacious identity.

Source: *(Mondelez International ‘State of Snacking’ report, 2020)