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

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.