FDBusiness.com

Inspired by the trend for authentic American cooking, Homepride’s new All American Sticky Sauce range provides a quick, easy and delicious coating ideal for chicken, ribs, sausages and chops. Robot Food cooked up the design.

Homepride wanted a sub-brand design that would grab consumers’ attention, and hold its own against key competitors. In the spirit of creating impact, Robot Food pushed beyond the brief to create a punchy ‘big brand’ design that would also help kick off Homepride’s fresh approach to NPD.

Moving away from Homepride’s core brand ‘blue’, Robot Food came up with a disruptively vibrant colour palette to showcase the Smoky Cajun, Chipotle Chilli, Texan BBQ and Hickory Smoked Maple flavours, leaving consumers in no doubt about the standout taste.

The team applied American smokehouse-style typography to strengthen the flavour cues and product USPs, and gave the iconic Fred a patriotic ‘stars and stripes’ oven glove. A holding device keeps the Homepride logo prominent, while a perky US-style tone of voice adds an extra layer of authenticity.

Martin Widdowfield, Design Director at Robot Food, said, “By straying from Homepride’s core brand architecture, we’ve been able to create a sub-brand with fantastic shelf-shout. All American Sticky Sauces are the first step in an exciting new direction for Homepride.”

Andy Smith at Homepride said, “Robot Food have done us proud, and far exceeded our expectations. The fresh colour, the great typography, the careful treatment of brand, it all combines to create a truly impactful range, and helps sets the tone for future NPD.”