The range, which launches next month, comprises natural alternatives to dietary supplements. Robot Food was appointed to the project last summer, approached by the start-up on the strength of the consultancy’s work for online protein brand MyProtein, according to Robot Food creative director Simon Forster.
The branding uses a graphic flower marque and warm taupe colour palette, aiming to suggest both performance and naturalness, according to Robot Food.
Forster says, ‘The designs needed to reflect the fact it’s a natural product, but also to show that it delivers and that it’s a credible alternative to existing products.
We developed the brief with the client and were looking at cues from sports nutrition, but with elements of something you might see in the cereal aisle. We had to create something recognisable as a credible brand.’
The range currently includes four protein products, such as Body Pro Whey Protein, and a blend of seeds to add to cereals.
As well as designing the branding and packaging, Robot Food is currently deigning the Purition website, which is expected to launch in mid-February.