Seabrook and Robot Food recently collaborated to reposition the brand, bucking mainstream norms to bag more penetration. Robot Food worked closely with Seabrook to pinpoint the brand's unique place in the world. Through strategic insight, provocation and a collaborative brand workshop, the team was able to define a distinct personality for the brand, one that held true to its heritage but gave it the confidence to dare to be different.
Clarity on strategy equals clarity on design, and Robot Food were able to strip the brand down to its core assets and rebuild it. The new brand mark is a striking evolution that stays true to Seabrook's distinctive heritage as a key asset. Prouder and clearer, it's the nucleus of a solid brand architecture and changes colour according to flavour, defying the expectation of corporate repetition and reinforcing Seabrook's confident 'challenger' status in a playful way.
The core range redesign features thick stripes of variant-appropriate colors, undulating for Crinkles and straight-edged for Straight Cut. The designs shout loud against a fresh white background, a key Seabrook brand equity. For the more premium Lattice range, Robot Food chose a rich blue backdrop and a premium foil substrate to give each flavour's accent colour extra standout. The team also created the proud and punchy new tone of voice, including the 'Bags of flavour made with pride' strapline and the 'Saviours of flavour' brand story, which subtly nods to their northern roots.
"We smashed category rules to give Seabrook a much braver, more disruptive attitude," commented Martin Widdowfield, Design Director of Robot Food. "No more clutter, just big bold 'look at me' branding. Seabrook is now more relevant, without being mainstream in approach."