Our North America team unveils a new brand strategy and identity for Robinson Family Foods, a black-owned, family-run restaurant brand, to celebrate the business’s heritage, innovative spirit and its mission to connect communities through the power of food. The work was completed pro bono as part of the agency’s Best In Class internship program that works with businesses across America in need of strategic and creative support with access to Superunion’s expertise and the rising stars of its paid internship program.
Following an open call for briefs from businesses across America who are facing a challenge in the current climate, Robinson Family Foods was selected by Superunion after being drawn to its vision to bring communities together through the power of food. We partnered with the business founders to support its ambitions to celebrate food’s heritage, innovate culinary experiences and bring people together.
As part of the programme, Robinson Family Foods had access to the rising talent in Superunion’s intern program, and their mentors. This year's cohort refreshed Robinson Family Foods’ mission statement, brand personality and visual identity, as well as delivering a new brand for its sub-brand, Gigi’s Gelato, to set the business up for long-term growth.
The reset for the Robinson Family Foods master brand is led by a new identity that combines a knife and fork within the letter ‘R’ to represent the spirit of the family and the food they serve. Additionally, Superunion created bespoke iconography with bold, colourful food-inspired icons representing the importance of keeping food fresh and simple.
The new sub-brand of Gigi’s Gelato is represented by a new red and cream color palette, including its own red, Gigi’s red, and uses the New Kansas typeface. Superunion opened applications to its Best in Class program across North America earlier this year. The paid internship provided eight candidates with real hands-on experience, splitting time between the Best in Class brand project and real-time studio assignments working on clients’ live briefs with the Superunion team. The program, run over the summer period, welcomed interns from across the country and provided flexible working options. It was overseen by Superunion’s senior leadership team and managed by mentors across agency departments, who supported the new recruits in creating world-class work.