Robot Food is an independent branding, packaging and creative agency based in Leeds. Clients include Cadbury, The Co-Op, Mr Kipling, Tomy, Saxa and many more.
Eve Warren and Chris Shuttleworth, both designers at Robot Food, came in to talk about their journeys and the agency. Both Eve and Chris studied graphic design at and graduated from Leeds College of Art/Leeds Arts University in 2014.
After graduating, Eve did a 3 month placement at Field Work in Manchester, followed by further placements in and around the North. She didn't want to go to London, and so began freelancing - based in Manchester. She has now been at Robot Food for a year.
After short placements at Big Fish, London, and The Chase, Preston, Chris secured a job at Robot Food. He's been at the agency for 2 years.
The brand strategy at Robot Food is to simplify and amplify. Before designing, the team do a brand workshop, where they identify and define a brands personality and traits, look at its competitors and explore current trends within the appropriate industries. They add small touches to their work which add personality.
Advice
- Shout about the USP of product/brand to draw out their unique characteristics.
- Consider the tone of voice.
- Disrupt the category.
- Keep engagement with consumers.
- Design for consumers and the category.
- Introduce unexpected visual style into stagnant category.
- Identify what the consumer is missing and create something unique to make it stand out.
- Keep design simple and memorable.
- Look at what everyone else is doing, and do something different.
- Keep messaging minimal.
- Design for audience.
Eve and Chris also spoke to us about the agencies recent project, 'Project Disrupt,' in which the team tackled 3 briefs in 3 groups over 5 days.
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