Freaks of Nature Re-launches as Over The Spoon, with New Brand by Robot Food

Freaks of Nature Re-launches as Over The Spoon, with New Brand by Robot Food

Free-from pudding brand Freaks of Nature has relaunched as 'Over The Spoon,' a dairy-free dessert range, with a new identity and name by Robot Food. Under the name Freaks of Nature, the brand found itself stuck in the free-from section of supermarkets, catering to specific dietary needs rather than a broader lifestyle. They approached the design agency to elevate the brand and reposition the product as a mainstream, indulgent treat for everyone, regardless of dietary needs.

"Plant-based works for sausages but seemed to jar with what people expect from a dessert," said Simon Forster, Founder and ECD, Robot Food. "And when we looked at the growth in demand in the adjacent non-dairy milk category, it became clear to us that 'dairy-free' was a stronger starting point."

Over The Spoon is a fresh, playful take on 'dairy-free' desserts that catapults the previously niche pudding range out of the free-from category and into the mainstream as a credible, tasty, everyday treat for everyone to enjoy. The new brand imagines what Daisy the cow might be doing if she wasn't being milked all day, and the illustrations on the pack - illustrated in-house by Robot Food Junior Designer Ryley Devine - show her ticking off her 'bucket list.' The fresh visual identity and upbeat tone of voice invite consumers into a fun, accessible brand world where they don't feel like they're missing out.

"It's been amazing to have the opportunity to showcase what I'm made of on such an important project so early on in my design career," Devine commented. "I've loved creating the illustrations and feel honoured to have helped Daisy live her best life."

The underlying message suggests that Daisy has freed herself from expectations and labels, so Over The Spoon consumers are encouraged to do the same, vegan, veggie, flexi - whoever. These delicious dairy free-d treats are for all to enjoy.

Images: Courtesy of Robot Food

Robot Food