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INDUSTRY INSIGHT

ompetition is fierce in the beverage

world, whether it’s soft drinks, beer,

wine or spirits. Today more than ever,

we’re living in time-deficit, habit-driven

routines. As a result, food shopping –

whether online or in store – is seldom

considered to be a leisure activity.

Instead, it’s one of life’s necessities,

another task on a long list of ‘to-do’s’. Yet

today’s consumers are arguably more

considerate shoppers too; weighing

up value for money versus taste; the

tried and tested product against the

temptation of trying something new.

For agencies working in this sector,

creative work needs to grab the attention

of the consumer throughout all

necessary touch points, but particularly

on the shelf. “We focus on the pack

looking amazing, new and different.”

says Leigh Chandler, partner and

creative director at New York agency

Vault49. “This elicits the consumer’s

need to reward themselves – and we love

that sometimes people buy for the pack

itself, and taste appeal comes second.”

BRINGING IDEAS TO LIFE

Focusing on creative strategy, innovative

ideas and stand-out execution, mainly

for alcoholic beverages company Diageo

and new-to-world brands, Chandler aims

to push boundaries of what’s possible.

“When they founded Vault49, John

Glasgow and Jonathan Kenyon were

street artists, and the bold, disruptive

artistry of that kind of work is a huge

part of what we do. Nearly two decades

later, we’re still fired up by that same

dedication to hard work, collaboration,

and a positive creative culture,” she says.

What makes Vault49 unique is its in-

house studio of artists, illustrators and

typographers. “Other agencies outsource

these specialisms, but we keep talent in

house because it gives us greater control

over the output, says Chandler. “We can

also bring ideas to life more efficiently,

taking clients along that journey.”

A fully collaborative environment

means that there can be as many as six

designers all contributing their own

specialism to one project. With all these

different minds and talents on the task,

you might think there could be a risk of

repetition, but Chandler says it couldn’t

be further from the truth. “We’re always

bringing something unique to the brand

and unique to the space, in response to

unique consumer insights and needs. If

we do this, then no two projects will ever

be the same.”

While the studio has always had a

sweet spot for food and drink, it was an

opportunity to design a limited edition

bottle of Baileys that gave the studio

its first testing ground. “We grew the

account because we asked the right

questions and delivered delightful work,”

says Chandler. “Now we’re one of its

agencies of record, designing its entire

portfolio of LEPs and innovations and

from there, we grew out our consumer

goods client list.”

DISRUPT AND STAND OUT

In an age of too much choice, great

branding can give a product the edge on

shelf and get noticed faster, says Steph

Oglesby, design director at Leeds-based

design agency Robot Food. “Brands need

meaning and depth – a beating heart

that consumers can engage and relate

with. After all, we all choose products

that fit our values and lifestyle choices.”

Working almost exclusively with food

and drink brands, Robot Food prides

itself on its mixed aesthetic. “It’s never

a one-size-fits-all approach. The benefit

of a studio of our size means we’re super

agile and can tailor an approach to suit,

shaping and adapting our process to

work effectively for each brief.”

Oglesby believes that understanding

the category you’re working in and the

competition is key. “We like to draw our

inspiration from far and wide, which

allows us to change the narrative within

a category and let our brands stand apart

from their peers. Our recent work on

the Fuego Spice Co. is a great example

of this – utilising premium semiotics

and a sophisticated design aesthetic

that challenged the typically novelty hot

sauce market with an elevated product

that’s worth paying a little bit more for.”

With only seconds to win over a

consumer, design goes a long way in

Above Leigh Chandler,

partner and creative

director at New York

agency Vault49.

C

Above Steph Oglesby is

the design director at

Leeds-based design

agency Robot Food.

Above Robot Food

packaging rebrand for

Fuego Spice sauces,

injecting sophistication

into the market.

Right With the strapline

‘In Your Hands’, Robot

Food leveraged the

endless possibilities of

the on-the-go drink for

Italian Wine Spritz brand

Sincerely Sabella.

Far right Branding and

packaging design for

Bells & Whistles, a

vegan, gluten and

wheat free cake slice

that ‘rewrites the rules

of indulgence’.