the project:
Frozen food is great. Benefits include locked-in goodness, portion control and time-saving convenience. But its frosty image tends to leave consumers cold. Enter Jo and Glenn Devenish. This entrepreneurial pair cook up delicious frozen-from-fresh meals worthy of a restaurant table. To get their food on supermarket shelves, they needed a premium brand name and identity with serious shelf-shout.
Robot Food’s design strategy focused on empowering baby boomers – a key target market – to spend less time slaving away in the kitchen, and more time enjoying their freedom. Nodding to the brand owners’ love of top quality ingredients, the Gourmade name and ‘live more, cook less’ strapline communicate quality, flavour and guilt-free convenience. Together with the joyful brand identity and bold ‘handwritten’ packs, Gourmade is dragging frozen food out of the ice age.
