The free-from pudding brand Freaks of Nature was created in 2017 by Cardium Products Ltd, having as inspiration the growing opportunity in the plant-based and free-from spaces. Yet, it found itself somehow stuck in the free-from aisle of the supermarkets. Wanting to evolve from a dessert alternative, transcend the specialist food section, and be seen as a mainstream product, the company reached for strategic branding agency Robot Food‘s creative help with the task to elaborate a new brand that appeals to everyone, regardless of their dietary needs.

Simon Forster, Founder and ECD, Robot Food, says: “Plant-based works for sausages but seemed to jar with what people expect from a dessert. And when we looked at the growth in demand in the adjacent non-dairy milk category, it became clear to us that ‘dairy-free’ was a stronger starting point.”

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Under the creative guidance of the Leeds-based agency, the company has undergone a series of changes. It received a fresh visual identity, playful packaging, brand world, and a new name: Freaks of Nature got re-invented as Over The Spoon. Created from scratch by Robot Food, the new brand playfully approaches the dairy-free dessert category, propelling the previously niche pudding range out of the free-from aisle into the mainstream as a credible product that everyone can enjoy without having to compromise on the taste.

Tim Wild, Managing Director, Over The Spoon, says: “Following over three years in the market and a substantial amount of investment in the existing brand, the biggest challenge for us was acknowledging that we needed to re-invent ourselves to optimize our appeal to this fast-changing consumer landscape. We took the leap and the consumer and retailer feedback has been fantastic. Along with a completely fresh brand identity, we have a whole new line-up of tastier products hitting the shelves. Our aim is to make the benefits of a next-generation lifestyle accessible to everyone, without compromise.”

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The transition from Freaks of Nature to Over The Spoon started with a complete overhaul of the brand’s positioning in order to attract mainstream consumers. Forster continues: “The ‘dairy-free’ position led to the idea of freeing dairy. What would Daisy the cow be doing if she wasn’t being milked all day?” This line inspired the creatives to come up with the brand’s new name and design the leading pack call-out: “Dairy Free-d.”

Daisy the cow is reimagined as what she might be doing once she’s freed from being milked all day. Englobing joyful colors, modern typography, and an accessible tone of voice, the brand lures consumers into a fun universe in which sustainability and animal welfare are top priorities.

“The brand is now what you want from an everyday treat,” Forster adds. “It’s bright and fun, but also showcases appetizing product photography, missing from the previous brand, so you know exactly what you’re getting.”

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Robot Food Junior Designer, Ryley Devine, is the artist behind the on-pack identity which changes from product to product, portraying Daisy the cow enjoying fun activities. “It’s been amazing to have the opportunity to showcase what I’m made of on such an important project so early on in my design career. I’ve loved creating the illustrations and feel honored to have helped Daisy live her best life,” says Devine.

The underlying message suggests that Daisy has freed herself from expectations and labels and, in line with this, Over The Spoon empowers consumers to do the same whether they are vegan, veggie, or flexi — these plant-based, gluten-free, and dairy free-d treats are for all to enjoy.

The complete transformation gives the brand the tools it needs to communicate with consumers beyond free-from labels, making the brand establish its place in the mainstream aisle.

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Client: Over The Spoon

Agency: Robot Food