Robot Food has rebranded British drinks label Feel Good, with the new look encompassing a revised identity and packaging design.

Setting their sights on a new millennial target, bosses at Feel Good say the company needed to rethink and refresh. And after being purchased by Nichols PLC (owner of Vimto), the business was in a position for change.

“For many, Feel Good was seen as a ‘grown-up’ alternative to your standard non-alcoholic, fizzy pop option, lacking expression and a point of difference. But with no added sugar, 100% natural ingredients and a backlash against sugary drinks, there was huge potential for the better-for-you drinks brand,” says Robot Food.

“The team called for a complete overhaul, stripping design right back to just the name. Worthy on-pack call outs and misaligned illustration were replaced with clear and concise messaging to convey the honesty and purity of the product. Key to the entire rebrand was the creation of the droplet brand mark. Robot Food’s approach was contemporary, shunning the conventions of your typical corporate logo and allowing a flexible colour palette to communicate flavour.”

The refresh also sees the introduction of new product ranges. As well as a ‘For Kids’ range that adopts a “storybook aesthetic” complete with illustrations by Tracey English, there’s a new flavoured spring water sub-brand dubbed ‘Infusions’. The latter features transparent labelling as part of a minimalist design aesthetic that is said to be aimed specifically at millennial women.

Robot Food
www.robot-food.com