by
David Prior
Leeds branding agency Robot Food has worked with the Co-op on a new plant-based food range.
The agency was tasked with developing the strategy, identity, name, tone of voice and packaging designs for new brand GRO.
The new range is stocked in 2,000 Co-op stores and up to 4,000 independent retailers through Co-op’s wholesale operation, NISA.
Julia Allan, Senior Designer at Robot Food, said: “We wanted to signal the shifting attitude towards plant-based food and its appetite appeal. Inspiration came from the digital graphic style of contemporary food delivery services, as well as pop ups and street food.
“This led to a bold and vibrant creative direction that felt fresh, foodie and really confident. Our celebratory tone of voice brings this to life verbally as well, using expressive language to champion ingredients, flavours and textures.”
