Robot Food recently rebranded vegan cake brand 'Bells & Whistles' for Bells of Lazonby. Established in 1946, Bells of Lazonby has been baking cakes for over 70 years. Far from traditional, it was the dedicated, purpose built first free-from bakery in the UK, which first begun supplying own label brands with free-from treats.
When the bakery decided to create its own brand of indulgent cake slices, Bells approached Robot Food to build the brand from scratch and give life to this new product. "After meeting the Bells of Lazonby team, what really resonated with us was the knowledge and passion that's packed into the products, so it seemed silly to focus on what's left out," said Natalie Redford, brand planner and copywriter at Robot Food. "Aimed at a generation that's increasingly conscious of what it consumes, we didn't want to create another worthy brand that doesn't deliver on taste. We positioned Bells & Whistles as experts of the extraordinary, with buckets of personality all bursting from this sensational slice.
"From the get-go, we knew that this brand had to live on Instagram, it needed to be too good not to share so, the ideation went way beyond packaging. Small but mighty, the unexpected indulgence of these slices permeates the brand at every touchpoint. We built layers on layers of too good to be true-ness into an expressive world of flavour that balances the expertise and creativity of the people behind it. The black and white packs have a clean confidence that break free from category norms and act as a canvas to explore the layered characteristics of each product."
Through personality and tone of voice, Robot Food was able to push the boundaries of where cake had been before. 'Experts of the extraordinary' lives throughout the entire brand, always injecting something unexpected into the everyday - they are small bars that speak volumes.