Performance Lab is a new range of high-performing supplements that want to be seen as a legitimate choice for those looking for more than what the heavily saturated category currently offers. Strategic branding agency, Robot Food, was appointed to lead creative on the brand’s confident identity and packaging design.Robot Food started by getting to grips with the mindset of the consumer. Described as a ‘lifestyle brand for performers’, Performance Lab’s scientifically driven formulas to ‘enhance human performance in new dynamic ways’ target everyone from the boardroom to the playing field. Unlike other supplement brands, which felt apologetic in their design, Robot Food wanted to celebrate the confidence of the target consumer. The team came up with the strapline ‘Upgrade Yourself’ and took cues from the high-end cosmetics category to influence a premium look and feel that any high-flyer would feel proud to have on their desk or bathroom shelf.Subtle substrate choices support a clean aesthetic, with small tactile details such as the logo embossing and vibrant holographic foil working hard to set off the simplicity of design. The end result is an identity and pack design that emanates the quality of the products inside, blending scientific precision with understated modernity.Robot Food has also designed Performance Lab’s website.CreditsTessa Hill/ Katy Mair- Accounts- Robot FoodGlen Thorpe- Design- Robot FoodRob Goodall - Artwork -Robot FoodSimon Forster/ Martin Widdowfield- Creative Direction- Robot Food