TAKING A STAND AGAINST BLAND
The Brief
We want to implode food-to-go from the inside out with a brave new brand consumers won’t want to live without. Can you help?''
The Opportunity
The food-to-go space is anything but appetising, dominated by own label products that all look, sound and offer the same. But with their fearless attitude, bags of expertise and tasty plans for NPD, Urban Eat were well equipped to change that.
We saw the opportunity to lift convenience food out of its rut and add a burst of adventure to a boring category with a confident, future-proofed brand. One that would win loyal fans and set the business up for the next five years.
Our solution? Be an enthusiastic source of foodie knowledge. Serving buckets of inspiration with a flavourful, eclectic design style and attitudinal voice that stops the hungry in their tracks.
“We treated the packs as individual works of art, giving each one its own unique illustration style inspired by the mix of people, flavours, sights and sounds you’ll find in a big city. Working as a whole, the range is an eclectic expression of urban life, made cohesive with a bold brand mark that’s hard to ignore.”
Chris Shuttleworth, Senior Designer
The Urban Eat ‘tongue’ adds consistency to an otherwise assorted identity. Appearing proudly on pack to aid recognition in store, as well as in the wider brand world.
Our illustration style covered all bases. Textured and Memphis-style patterns, Keith Haring inspired line drawings, Matisse-esque shapes, colour washed photomontages and type-led graphics – you name it, we did it.
“Urban Eat needed a voice to cut through the blandness of the category. From classic ham and cheese to an adventurous beef rendang, we approached each product with the same energy and enthusiasm as the last. We played with sensorial language, foodie puns, and crafted ownable product descriptors to create a TOV with an attitude to match the design.”
Lizzie de Jong, Copywriter
“This new chapter and identity 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 at Urban Eat
