Creative Agency: Robot Food
Project Type: Produced, Commercial Work
Client: Feel Good
Location: Leeds, United Kingdom
Packaging Contents: Fruit Juice, Flavoured Water
Packaging Substrate / Materials: Glass bottle, Plastic Bottle

With a new millennial target in their sights, Feel Good needed to rethink and refresh. Robot Food stepped in to lead on a new identity and packaging design.

After being purchased by Nichols PLC (owner of Vimto), Feel Good were in a position for change. For many, Feel Good was seen as a ‘grown-up’ alternative to your standard non-alcoholic, fizzy pop option, lacking expression and a point of difference. But with no added sugar, 100% natural ingredients and a backlash against sugary drinks, there was huge potential for the better-for-you drinks brand.

With its ‘no nasties’ credentials, Feel Good looked to target millennial women; a demanding group of (fairly) health conscious, aspirational 20-30 something year olds. Robot Food found in them a savvy consumer too informed to fall for empty claims and gimmicks, lacking in loyalty but motivated by authenticity. In order to resonate, the new design needed to show the brand as one with integrity, deliver purpose for consumers to get behind and help re-establish Feel Good’s ‘Drink Good, Feel Good’ mentality.

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via Packaging of the World – Creative Package Design Gallery