Branding agency Robot Food has created the identity for Performance Lab, a new range of dietary supplements developed by London-headquartered Opti-Nutra.

Described as a “lifestyle brand for performers”, the range is comprised of Performance Lab and Performance Lab SPORT, with the vitamins and minerals being made using “scientifically driven formulas”.

According to Robot Food the business needed an identity and packaging design that “felt both premium and could convey the optimised science of products”.

“Unlike other supplement brands, which felt apologetic in their design, Robot Food wanted to celebrate the confidence of the target consumer,” explain the designers. “The team came up with the strapline ‘Upgrade Yourself’ and took cues from the high-end cosmetics category to influence a premium look and feel that any high-flyer would feel proud to have on their desk or bathroom shelf.”

Design details include the use of logo embossing and holographic foil, as well as colour gradients and a suite of variant-specific icons that make up a navigational system.

“We wanted the consumer to feel that the brand fitted with their lifestyle and met the same standard that they set themselves. For us, it was about trying to communicate the expertise and pioneering science behind the products and balancing that with a premium and considered brand aesthetic,” adds Robot Food designer, Glen Thorpe.

The agency has also designed Performance Lab’s website.

Robot Food
www.robot-food.com