Robot Food creates new look for Just Puds

Robot food has designed a new identity and overhauled the packaging range for pudding company Just Puds, ahead of a national supermarket roll-out.


The Yorkshire-based company had previously sold its products regionally, across the North of England, but had been told by retailers that the look was ‘basic and own-label’ according to Robot Food creative partner Simon Forster who says ‘to justify the price point, more stand-out was needed’.

 Robot Food, which was appointed directly, sought to develop a new proposition around ‘tradition, quality and Britishness’ says Forster, who looked to redefine the brands ‘key attributes.’

St Clements and Kiss Me Quick
St Clements and Kiss Me Quick

Forster says the identity has been changed ‘to appear more gloopy – as if made from cream,’ and now sits with a postage stamp holding device containing the words ‘Great British Classics,’ to give what he calls a ‘kitsch postcard feel’.

A Union Flag backdrop is coloured differently depending on the variant, which is coupled with ‘fun imagery’ and product photography shot in a ‘traditional scene’ and placed on pack as if shot on Polaroid, says Forster.

Messy Chocolate and Sticky Toffee
Messy Chocolate and Sticky Toffee

Just Puds relaunches this week with a new range that includes Ginger N Spice, Kiss Me Quick, Messy Chocolate, St Clements and Stick Toffee.

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