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Author: Amy Sandys / Source: Transform magazine

Every week, Transform examines recent rebrands and updated visual identities. This week is a UK special – our picks are below. For more from #TransformTuesday, follow @Transformsays

In the past few years, the previously separate worlds of fitness and lifestyle have merged into one, interchangeable sphere. Respective of this, Leeds-based branding agency Robot Food has updated the visual identity for leading protein powder range Bulk Powders – after developing the company’s initial branding in 2013. Robot Food has strengthened the Bulk Powder brand’s consistency through streamlining its colour palette to a more uniform green across its brand architecture. Reflecting Bulk Powders’ changing target audience, Robot Food encompasses a more ‘progressive aesthetic’ in its identity, which moves away from serious weight lifters to a more casual lifestyle offering. Mike Johns, senior designer at Robot Food, says, “We also understand modern food, fitness and lifestyle trends and we applied our knowledge to move the brand on so it speaks to a newer, wider, savvier audience – without compromising the existing brand equity.”

London-based interdisciplinary performance group, Clod Ensemble, has undergone a rebrand strategy to better reflect the three disparate elements of performance – tragedy, melodrama and clown. Inspired by the theories of performance art teacher Jaques Lecoq, London-based design agency the Beautiful Meme created a new identity inspired by Lecoq’s theory of planes – tragedy happens on the vertical plane, melodrama on the diagonal plane and clown on the horizontal plane. The rebrand was built by LMNOP studios, a creative design studio based in Brighton.

Following the moniker ‘brand evolution, not revolution,’ UK-based premium dog food brand Harringtons has updated its visual identity to emphasise its natural ingredients and reputational provenance. In a brand strategy led by global design agency, Hornall Anderson, Harringtons is repackaged with a paper craft-led design. Along with clarifying its natural ingredients, this taps into the trend of dog-owners being more particular about their dog’s food quality….

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