flux branding
Gordon Ramsey’s Food Stars
When Gordon Ramsey needs branding experts, he calls Flux. Ramsey brought the Flux team onto his new reality show “Food Stars” to help one of the final contestants hone their messaging strategy. We worked with Smart Cups, a company that’s developed a revolutionary technology for 3D-printing dry ingredients. The communications we crafted helped Smart Cups win the whole competition, earning them Ramsey’s $250,000 investment.
Client
Gordon Ramsey
Consumer Product
Smart Cups
- Strategy
- Position
- Identity
- Photography
- Collateral
- Packaging
- Website
Food Stars
On “Food Stars”, Gordon Ramsey selects a group of up and coming food entrepreneurs who compete for his investment in their company. Each week, the contestants go through a series of challenges to show their business is the right choice– until there’s only one left standing.
Strategy
After a deep dive into the Smart Cups brand, we found that their messaging focused too heavily on their first available product– energy drinks– rather than the revolutionary technology that made it possible.
Our new communications strategy set out to change that. Smart Cups current message tagline was “Not a Cup”. We focused their messaging away from what they “aren’t” and onto what their technology is: sustainable, world changing, and first of its kind.
Messaging
We created a bold set of messages to communicate the breadth of Smart Cups’ applications, effectively showing that this is so much more than a product– it’s a game changer.
Identity
The current identity wouldn’t pop in the overcrowded CPG space. We developed a bold look that announced Smart Cups as a tech company, using bright colors, san serif fonts, and incorporating the hexagonal pattern printed on the bottom of their cups.
Environmental
To show the evolved brand to Ramsey, we designed signage and mock ads with the new look and messaging. With the messaging crystal clear and the bold, tech driven look, Ramsey was convinced.
Ramsey awarded Smart Cups his $250,000 investment and partnership. It’s proof that brands are more than just a pretty face– a strong brand truly builds value.