Robot Food Creative Agency Live Brief- BRANDING

The Brief:
I was challenged to take a boring and overlooked product category and transform it into a bold, exciting, and unique brand identity. The goal was to break conventions, inject personality, and create a brand that stands out in a crowded market.

My Approach:
I chose coffee — a product that’s everywhere, yet often packaged and marketed in the same tired way, with confusing strength ratings and little transparency. I reimagined coffee branding by focusing on the consumer’s lifestyle and needs instead of traditional descriptors.

Introducing Wakey Wakey!, a quirky, customizable coffee brand designed to meet customers where they are, whether they’ve pulled an all-nighter or need a gentle evening pick-me-up. The range includes:

The All-Nighter Pack (maximum caffeine boost)

The Hangover Pack (recovery fuel)

The Morning Pack (everyday energizer)

The Evening Pack (low-caffeine unwind)
Each customer also gets an Emergency Pocket Coffee — a portable, single-serve sachet to save the day when coffee runs out.

To communicate authenticity and warmth, I created packaging designs using coffee-painted backgrounds and hand-drawn illustrations, giving each product a personal, handcrafted feel.

Brand Touchpoints:
The Wakey Wakey! experience comes to life across multiple platforms and touchpoints:
- Coffee packaging: unique designs for each pack, with tactile, painted textures and fun visuals.
- Disposable coffee cups: playful, on-the-go designs that align with each blend’s personality.
-Bundle box: a curated set featuring all four coffee packs, branded coffee cups, and the emergency sachet — designed as the perfect gift or starter kit.
-Delivery van: a branded vehicle providing same-day flash delivery direct to customers’ doors, extending the brand into the real world.
-Website: an intuitive e-commerce platform where customers can customize orders and learn more about each blend.
- Motion advertising: short, engaging animations displayed on train stations, undergrounds, and tram stops, introducing commuters to the brand in a fun, relatable way.

Challenges & Solutions:
✅ Breaking category norms: I challenged the status quo by creating a coffee brand structured around energy needs and situations rather than origin or roast type, offering a clearer, more relatable choice for customers.

✅ Creating cohesion across touchpoints: I ensured a consistent brand voice, style, and visual identity across packaging, delivery, digital, and advertising touchpoints while keeping each application engaging in its own right.

✅ Balancing handmade aesthetics with scalability: I used coffee painting and hand illustration to craft an authentic look, while digitizing and adapting the artwork for scalable production and diverse formats.

Skills Demonstrated:
Brand strategy & positioning: Developed a unique market proposition and emotional connection through lifestyle-driven branding.

Packaging design: Crafted tactile, story-driven packaging using mixed media and illustration.

Illustration: Created bespoke artwork tailored to different product personalities.

Experience design: Mapped out a holistic brand journey across physical, digital, and environmental touchpoints.

Motion graphics & advertising: Designed animated content for high-visibility public spaces.

Creative problem solving: Addressed real consumer pain points (confusing strength, boring packaging) with intuitive, playful solutions.