WorkGraphic Design

Robot Food brings a sparkle to every day with new sparking water brand, Upstream

Clearly Drinks has appointed brand design agency, Robot Food, to create a refreshingly different identity for flavoured sparkling water that’s heading in a new direction.

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Hand holding an Upstream cucumber and mint sparkling water can with condensation dripping, showing the turquoise label design

The premium drink with an affordable price tag sits in a booming category, and Robot Food was asked to come up with a brand positioning, name, tone of voice and identity that could "elevate everyday moments".

Simon Forster, founder and ECD at Robot Food, said: "We wanted to position Upstream as aspirational but accessible to everyone. Premium doesn’t have to come with a price tag so the aim was to show how these drinks can bring a little sparkle to anyone, anytime, inviting people into the escapism of a taste that can transport you somewhere else."

Robot Food developed a spirited personality, creating a laidback attitude to quench consumers thirst for a lighter take on premium. The team focused on elevating moments and defining time for a refreshing pause in someone’s day.

Martin Widdowfield, creative director at Robot Food, describes the illustrations that began in the form of hand-drawn sketches: "Contained within a distinctive U-shape the illustrations serve as a window into another world. Each landscape is intriguing and descriptive of the flavours within, promising a moment of serenity and calm – a little respite from busy daily life."

Upstream has launched with a splash across the UK, find it on retailer shelves and in restaurants, cafes and delis now. Discover more about Robot Food at robot-food.com.

Three Upstream sparkling water cans featuring hand-drawn landscape illustrations in grapefruit and bergamot, cucumber and mint, and pomegranate and apple flavours
Robot Food's Upstream sparkling water brand identity featuring an illustrated landscape scene on the left and a teal Cucumber & Mint can on yellow background on the right
Upstream grapefruit and bergamot sparkling water can next to an illustrated scene of a sailing boat at sunset surrounded by tropical plants
Upstream sparkling water can featuring pomegranate and lime flavour with illustrated landscape artwork showing a hiker by a river beneath a pink sun, alongside a matching mural illustration on the left
Hand-drawn sketch of a landscape illustration being created with a pen, part of Robot Food's design process for Upstream sparkling water branding
Upstream Escape The Flow sparkling water can with pink label against light blue background, showing 3 calories and product description
Man wearing sunglasses and white t-shirt standing against colourful mural featuring tropical plants and an orange grapefruit illustration
Three Upstream sparkling water cans featuring illustrated landscapes in tropical, moonlit and forest settings within distinctive U-shaped windows
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