The consultancy was appointed to the project in November last year, and has created the identity to be applied across all touch points including menus, interior and exterior signage, point-of-sale materials, packaging, uniforms and advertisements.
Robot Food worked on tone-of-voice for the heavily typographic identity, such as coffee cups reading ‘so hot right now!’ and uniform slogans such as ‘Super Fresh – Boom!’ Robot Food was responsible for art directing the product and ingredient photography, which shows the subjects on a white background shot on wood.
Simon Forster, Robot Food creative director, says, ‘Everything’s aimed at students, so it’s quite direct. We wanted it to look bold and fresh.’
The branding uses charcoal, off-white and green; and the interiors, initially designed in-house, incorporate the brand-colours on bespoke wallpaper created by Robot Food.
It is hoped the concept will roll out to other branches when they open, though it is not yet known when and where these might open. Robot Food is now working on the JP Bar website.