Robot Food has designed the rebrand for Co-op’s baby care range.
The new range needed to provide customers with a credible own-label alternative and encourage a wider shop, the aim being to grow category sales and engage shoppers.Robot Food saw an opportunity for Co-op to create a fresh, modern take on baby care.The team focussed their strategy on the realities of being a parent and looked to spark an emotional connection with the audience, built on the joyful moments that come with parenthood.The new packs say less but communicate more through a simple, stripped back hierarchy and clever use of iconography to simplify and amplify key pack messages without the clutter.
The final result is a look and feel that is contemporary and relevant to modern parents, tied together with a tasteful colour palette that looks just as good on nursery shelves as it does in store.
Brooke Fletcher, packaging design manager at Co-op, said:
“As well as helping us raise the bar for the entire category, Robot Food’s work is also raising plenty of smiles. Playful, clever, effective – the range is absolutely spot-on for what we wanted to achieve. We now have a strong, cohesive, beautiful baby-care range designed for a new generation of parents that’s easy to navigate, and encourages consumers to consider a wider Co-op shop. We’re looking forward to seeing what Robot Food does next.”