When Deepak Sekar, Ph.D., an inventor with more than 100 issued patents came to af&co. / Carbonate, his startup robotics company had just received $5 million of Series A funding. He needed a creative communications firm that could help him position his company at the intersection of technology and food. Sally the Salad Robot was ready for market debut, but the company’s identity had not yet been fully defined. The challenge? Overcome perceptions about freshness, and highlight Sally’s ability to create over 1,000 different salad options, on demand and with precise calorie counts.