Robot Food – Co-op own-brand beers, ciders and spirits redesign

“ Now in stores nationwide, Robot Food’s exciting new design for the Co-op’s core range of own-brand beers, ciders and spirits aims to create an impact on shelves at a time when popularity of own-brand products continues to rise.

More shoppers are now savvier to own-brand alternatives, with innovation, quality and price major factors in the recent sway of consumers’ opinions. Research undertaken by Robot Food, however, found that many retailers were reluctant to break from an apologetic, ‘me-too’ design approach and content to remain a ‘needs must’ alternative.

The team’s strategy was game-changing for the category; to not shy away from own-brand status and for beers, ciders and spirits to shout loudly through bold, attention grabbing design. A fixed colour palette and silver Co-op brand mark was applied across the breadth of products for consistency and to allow more freedom when it came to designing each individual SKU.

From vodka to wheat beer, expressive typography and impactful graphic treatments create a unique, ‘ownable’ look for each product, while the Co-op’s distinctive blue proudly identifies the collection as a whole. The result is an eclectic but cohesive range that sits confidently alongside the leading brands and rewards savvy Co-op customers with beautiful design worthy of any basket.

Ben Brears, Senior Designer at Robot Food, said, “We know the quality of Co-op’s products first hand, and we saw an opportunity to create a design that did both the products and the Co-op justice.”

Brooke Fletcher, Packaging Design Manager at The Co-op, said, “Beers, ciders and spirits has never looked more confident. Easy to navigate and hard to miss, Robot Food have set the bar for own label and delivered a range that feels like a genuine and credible alternative.””