The Drum Awards for Marketing - Extended Deadline

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Agency: Robot Food
Client: Seabrook
Date: Jun 2017
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Seabrook is a cult classic with legions of loyal fans and devoted to big flavour. To stand out, the crisp maker had a rebrand and repositioned itself to buck mainstream norms and help Seabrook rediscover their challenger ethos.

Through strategic insight, provocation and a collaborative brand workshop, the Robot Food team defined a distinct personality for the brand and translated it into a bold, punchy design with a proud tone of voice that has bags of shelf shout.

Robot Food stripped the brand down to its core assets and rebuilt it. Prouder and clearer; the new brand mark is a striking evolution that stays true to the brand’s distinctive heritage. The nucleus of a solid brand architecture that changes colour according to flavour; it defies the expectation of corporate repetition and playfully reinforces Seabrook’s confident ‘challenger’ status.

Big flavour influenced bold design. Thick stripes of vibrant colours pop against a fresh white background, alternating in colour and shape to indicate flavour and cut. For the more premium Lattice range, Robot Food chose a rich blue backdrop and a premium foil substrate to give each flavour’s accent colour extra standout. The team also established a new tone of voice in creating the strapline, ‘Bags of flavour made with pride’ and ‘Saviours of flavour’ brand story, which subtly nods to Seabrook’s northern roots.

The new designs are proven to cut down recognition time for existing consumers and scores higher for purchase intent with non-buyers. With Seabrook’s swagger back in full swing, Robot Food continue in their role as brand guardians, developing a new comms campaign and exciting NPD strategy that’s full of flavour. The new branding launches nationwide in stores this month.

Credits

Martin Widdowfield, Creative Director, Robot Food

Jess Cook, Senior Account Manager, Robot Food

Mike Johns, Design Director, Robot Food