Robot Food Revitalises Raw Feeding Experts

Robot Food has partnered with Nutriment, a leading raw pet nutrition brand to update its visual and verbal identity, including a new packaging design.

Nutriment was founded in 2013 with a focus on raw diets – a small niche within the pet food category at the time. With an absolute commitment to quality ingredients and a science-driven approach to nutrition, they have grown considerably, finding affinity with owners seeking a more natural diet for their pets.

Now that they’ve helped to make the benefits of raw feeding a more mainstream conversation, Nutriment was in need of a refresh to stand out in the fast-moving pet market and help reach more consumers to take them to the next level as a brand.

The building blocks of nutrition

While raw feeding as a concept is now a recognised part of the pet nutrition conversation, there remains a lack of certainty surrounding our pets’ diets in general. The category is full of claims, counter claims and influencer opinion making it hard for consumers to navigate. As a leader with both a strong DTC and retail presence, Nutriment needed to be the brand to provide more clarity to customers, online and on pack.

The updated design emphasises clear communication, stripping back the volume of information and allowing key elements to have more impact. That includes a more refined and authoritative logo, clear and transparent product claims that focus on facts and flavour-specific block colours, offset against the brand black.

As a way to help customers navigate the information on pack, inspiration was taken from the raw recipes themselves – each of which is calibrated to Nutriment’s ideal nutritional balance of 85% raw meat, 15% fresh vegetables and superfoods. Robot Food reimagined this 85-15 split as the ‘building blocks of nutrition’ design system, providing the information architecture for the packaging and off pack communication.

“One of the main differentiators for raw food is its nutritional breakdown,” explains Robot Food Design Director Richard Robinson. “By focusing our design system on these building blocks of nutrition we can communicate those benefits clearly, helping customers navigate. It also ties together multiple product ranges, and creates distinctive digital assets we can use to engage new audiences through social media and motion design.”

Real food for real moments

Concerns over convenience and practicality are common barriers for pet owners considering the switch to raw feeding. Robot Food’s brand development breaks down these barriers by connecting with customers on a personal level, through the moments that matter. Photography highlighting the quality of Nutriment’s real, natural food, is framed within the context of real lives, showing the candid moments where bonds are forged with our pets through food.

“Switching your pet’s diet is an emotional decision as well as a rational one,” explains Emma Collingswood, Robot Food Account Director. “Nutriment now connects with customers on both levels – communicating the facts in a clear and authoritative way, but also using real-life moments to make raw feeding feel more accessible and achievable for pet owners.”

Digital to delivery

With further growth in DTC and retail the key ambitions for Nutriment, Robot Food consciously developed the brand with the complete customer experience in mind, ensuring the experience remains coherent and impactful across every touchpoint: website, DTC shop, social channels, marketing campaigns, retail point of sale, and home delivery.

Along with the ‘building blocks of nutrition’ design system, the experience is tied together across touchpoints with a direct and bold tone of voice that authoritatively leads the category, balancing the emotional and rational messages to meet the needs of each audience.

The result is a bold, impactful new look and voice, fitting for a brand leading the way for a modern, mature type of pet nutrition.

Ryan Winwright, Head of Commercial at Nutriment Raw adds; “We’ve been on such an exciting journey with Robot Food, exploring the nuances of what Nutriment stands for – and we are over the moon with the results. Our new brand look and feel is much more fitting of our leadership position within the category, and we can’t wait to feed many more pets with real food”.

Nutriment is available to purchase directly from nutriment.co.uk and within specialist pet stores throughout the UK.