Robot Food designed the branding, website and packaging for Bulk Powders in 2013, and were asked back to unify and progress the brand to accommodate the growing product range.
Robot Food started by tweaking the pack architecture, then simplified the logo from multiple greens to a single distinct, energising green to strengthen the brand consistency. The team then modernised the font in the word-marque and changed the grey to a bold black for greater standout.
"Having designed Bulk Powders' branding previously, we understand where they've come from - and where they're going to," explained Mike Johns, senior designer at Robot Food. "We also understand modern food, fitness and lifestyle trends, and we applied our knowledge to move the brand on so it speaks to a newer, wider, savvier audience - without compromising the existing brand equity."
ACTIVE FOODS, one of the four sub-ranges, was given a stronger singular identity and a foodier feel. Retaining the sub-brand's keynote purple, the packs were re-designed on brown paper bags and other substrates with clearer flavour cues. The look is more natural, premium, appetising and tactile. The team also created and designed 'Bulk Points,' a new customer reward system.
BULK POWDERS now sports a cleaner, more progressive aesthetic. As well as millennials in general, the brand is also set to draw more female consumers and anyone who takes a serious, holistic lifestyle approach to looking and feeling their best.