Robot Food Visit

After emailing Simon of Robot Food for several months, I was able to secure a visit.

Both Simon and Mike gave me an hour long immersive presentation and break down of how they work with clients, aswell as a brief tour round the studio (two main rooms)

The Studio
The most fascinating thing about the process was the studio itself, a large meeting desk with 5 briefs laid out in front of the products of previous briefs that they had completed. 

"Foodie Cues"
Whilst discussing their processes of working through a brief for a client, using what they call RAD, the term foodie cues cropped up a lot. I asked them more about this term, and as I expected, it is the use of trigger words to suggest moods and emotions about the food that it relates too. 

General notes
The research section of the process sets the scene for the client, it shows an understanding behind the work and research.

The team try to unpick every related industry and the emerging trends that are in each secotr to find what "styles" are exciting to companies and other studios. This way, they can target there positioning above the rest of the market, or if needs be, below it (for Recommended retail prices). 

The copywriting is carried out by Simon who only begun trying copy a few years ago, this is always done at the tart of a brief.

I asked about tag lines and whether in their opinion they were as important or more important that a brand name. We all agreed that the tag line supports the brand name, but only works in certain products. 

The key to any brief is to break it down and be unique.

 Once the RAD part of the brief is over and the client is won, the naming of a product, brand or service is ironed out, it is at this stage that sub brands are created and suggested/pitched to the client. The concept of the roll out is then approached. 

The client is asked what they want to be, edgy, bold rude, arrogant etc. Different brands want different things, for example the cheese company they worked for wanted to be humorous and arrogant, which was surprising but gave the opportunity to be bold and stand out amongst competitors.