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.
For the design, matte black was chosen for its stripped-back 'professional cook' feel. Bright, exciting accent colors 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 mouth-watering range of international flavors.
"Creative Cook was about attracting aspirational cooks who love to impress," commented Ben Brears, senior designer at Robot Food. "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."
Creative Cook launched late last year, exclusively to Sainsbury's.