The Leeds studio has given Co-op’s own-brand drinks range a premium makeover. Expect bespoke storytelling, tactile finishes, and a copper thread running through every bottle.
Robot Food has unveiled a sophisticated new identity for Co-op’s premium Irresistible spirits and cider range, proving that own-brand products can absolutely compete with the biggest names in the drinks aisle.
The Leeds-based studio has worked with Co-op for over a decade. For its latest collaboration, the brief was simple yet ambitious: to make this range feel as desirable as any premium brand, while giving each bottle a story worth telling.
It never used to be the case, but consumers are more confident than ever in own-label products, particularly when it comes to premium lines. They’re seeking quality, provenance, and craft but without paying over the odds, especially in today’s uncertain climate. With that insight, Robot Food created the core idea: “Make Irresistible, irresistible”.
Gone is the simple logo box of the past. In its place are bespoke, story-driven designs that give each spirit and cider its own distinct personality. And featured throughout to unite the range is a signature copper thread. What’s more, there are foils, tactile finishes and little details that make everything feel top class.
“Moving far away from the simplistic box logo of the previous packaging, we added some much-needed craft and consideration,” says Rich Robinson, design director at Robot Food. “Now with their own identities, combined with consistent copper touches and luxury finishes, each bottle feels instantly special.”
Each product draws inspiration from its roots. For example, the 12-year-old Blended Scotch Whisky channels the drama of the Scottish Highlands with raw textures, bespoke label shapes, and refined typography. Whilst the Single Malt takes a cue from traditional kilt design, with deep colours and a bold diagonally cut label, punctuated by copper accents.
London Dry Gin celebrates fragrant botanicals with delicate pastels and a subtle ’44’ moniker, nodding to the year Co-op was founded. And French Grain Vodka conveys crisp Alpine air through frosted glass, geometric shapes, and tall elegance. The Tillington Hills cider, meanwhile, leans into the orchard story with abstract, organic imagery and modern charm.
The result is a portfolio that holds its own in the competitive shelf space, while still feeling proudly Co-op.
Lucie Burfitt, packaging design manager at Co-op, says: “When looking at our Irresistible spirits and cider, we faced a big challenge: how can we make each one sit comfortably in their own categories, while still being proudly Co-op? We knew Robot Food would help us find the answer. Now each bottle is more distinct, more engaging, and much more irresistible.”
The new designs are currently rolling out in Co-op stores across the UK.