OBJECTIVE
To maintain market leadership in the face of aggressive competition in a market where 61% people say that own label is ‘good enough'.

OUTCOME
We put emotion at the heart of the brand by spotlighting a magical parent/child moment – fruit picking. The refreshed identity reconnects mum and dad with their childhood encouraging them to continue the Robinsons tradition with the next generation. A clearer and more accessible brand architecture helps consumers navigate the variants.

Brand Identity

Putting emotion at the heart of the label

Putting emotion at the heart of the label

Range architecture