Before & After: Bulk Powders
by Diane Lindquist on 07/19/2013 | 3 Minute Read
Robot Food won a three-way pitch due to the consultancy’s credentials and hands-on approach to strategic design. The brief was to develop an entirely new brand that would display the company’s values, differentiate Bulk Powders from the competition and appeal to a broader market of gym goers as a lifestyle brand, delivering performance products at great value.
Robot Food Design director, Martin Widdowfield explained,
“The sports supplement market has grown massively over the past decade and has broad appeal, yet design is generally dated and overly masculine, focused towards serious muscle mass, rather than sports, wellbeing and lifestyle. For positioning, we looked at trends within categories which the majority of gym goers are interested in. These included headphones, denim, sportswear and personal care. From this we developed the new ‘performance icon’ in a unique green colour. It symbolises progression and movement, and is neither masculine nor feminine. It’s desirable in a similar way that the icons for brands such as, ‘beats by Dre’, or ‘Nike’ are. The new identity is the mark of a leading online retailer, with a strong own brand feel."
Robot Food has previous experience in sports nutrition, having redesigned the identity and packaging for Myprotein, before it was sold to The Hut Group in 2011 for a reported £58million. The consultancy also developed the brand’s strap-line ‘Fuel your ambition’, which went on to be the focus of a huge TV advertising campaign.
Bulk Powders Managing Director, Elliot Dawes said,
“Our customers totally understand why we have moved so far from where we were and are embracing the new look. We’ve never been busier and sales of our new clothing and shakers are through the roof, which is a clear indication of our increased brand appeal. The driving force behind the rebrand was to create a much stronger, fully responsive, e-commerce platform, that would work seamlessly across a variety of devices. The team at Robot Food have delivered beyond expectation, under pressured timescales, to produce a market leading brand which is totally coherent across all touch points.”
Designed by Robot Food, Leeds, UK