New ‘Upstream’ Sparkling Water Gets Branded by Robot Food
Brand design agency Robot Food has created the logo and packaging for a new beverage from Sunderland-headquartered soft drinks manufacturer, Clearly Drinks.
The latter came to Robot Food with a new ‘premium’ offering, namely, a flavoured sparkling water with an affordable price tag.
In what is reportedly a booming category, the drinks manufacturer aimed to set their offering apart with “complex flavours at a refreshing price point”.
Robot Food were therefore asked to come up with a brand positioning, name, tone of voice and brand identity.
The designers claim to have developed a “spirited personality” with a “laidback attitude” for the new product.
“We wanted to position Upstream as aspirational but accessible to everyone. Premium doesn’t have to come with a price tag so the aim was to show how these drinks can bring a little sparkle to anyone, anytime, inviting people into the escapism of a taste that can transport you somewhere else,” says Simon Forster, founder and ECD at Robot Food.
“Contained within a distinctive U-shape the illustrations serve as a window into another world. Each landscape is intriguing and descriptive of the flavours within, promising a moment of serenity and calm – a little respite from busy daily life,” adds Robot Food’s creative director, Martin Widdowfield.
Upstream has already launched in the UK, both on retailer shelves and in restaurants, cafes and delis.