Wednesday, April 26, 2017

Robot Food tones up Bulk Powders

Bulk Powders is a sports nutrition company that sells its products online in bulk. It was recently given a visual refresh by Robot Food, who also designed the previous look in 2013.

In recent years the Bulk Powders product line has expanded from a specialty product for athletes and bodybuilders to a wider range of lifestyle products. This necessitated rationalisation to clarify the different product lines.

Of the four sub-brands, the food and snacks-oriented Active Foods was given its own distinct identity. The other three are clarified through use of colour. Overall, the packaging has been simplified with fewer and clearer colours.

From a press release:
The worlds of health and lifestyle fitness have merged over recent years. What began as a range of specialist protein products for serious athletes and bodybuilders has developed into a full range of nutritional and lifestyle foods and supplements. It was time for a brand rationalisation and refresh.

Robot Food started by tweaking the pack architecture, then simplified the logo from multiple greens to a single distinct, energising green to strengthen the brand consistency. The team then modernised the font in the word-marque and changed the grey to a bold black for greater standout.

ACTIVE FOODS™, one of the four sub-ranges, was given a stronger singular identity and a foodier feel. Retaining the sub-brand’s keynote purple, the packs were re-designed on brown paper bags and other substrates with clearer flavour cues. The look is more natural, premium, appetising and tactile. The team also created and designed ‘Bulk Points’, a new customer reward system.

BULK POWDERS® now sports a cleaner, more progressive aesthetic. As well as millennials in general, the brand is also set to draw more female consumers and anyone who takes a serious, holistic lifestyle approach to looking and feeling their best.


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