BrandtBrand helps The Nature's Bounty Co. establish this new and superior product in a very competitive space.
You first might ask, fairly, where did this name come from? It came from a very authentic place…from the mouths of consumers in product testing! We’re told it was the very first thing EVERY consumer exclaimed upon tasting it. It was too big to ignore—the “bar” had the votes and named itself. Honestly, it’s a bit of a long name that presented us with some challenges to create a design that jumped above and beyond the rest. As they say, the “bar” was high.
The protein bar shopping experience is like other categories today— it’s very crowded and a visual nightmare at the shelf. Yet, a few very strong brands dominate the category.
We knew we had something truly better, not just a “me- too.” We had the bar that compromised nothing in flavor that contained all the protein you want. So the challenge to stand-out became clear in both mass and speciality channels- we had to connect and create impact on all fronts.
In one swift move, we had to boldly stand up to tell our story, while leapfrogging the rest. We had to “block” the reflexive reach consumers have for the brand they “know” by snapping them visually. Yet, confidently “make the invitation” to consider something new and something better. In short, we had to convey cleaner, better ingredients and best tasting—all in a flash.
With very careful consideration we developed a packaging design and visual language that has stopping power. And, critically, positioned “THE BEST BAR EVER” as the premium choice above the others.
The bold and gold type on black wood, elevated the primary story through words and type, and became the beacon that cut through the clutter. In concert, we carefully developed the communication hierarchy, by placing the real ingredients to reinforce the product’s “pure ingredient” philosophy and to drive deeper appetite appeal. Finally, the use of a swath of vibrant color bouncing off the black to navigate the flavor choices added even more shelf “lift off.” All elements were critical, and had to be integrated in a way to tell one story clearly. From the bar packaging, to the box, to the merchandising and the brand’s visual language, BrandtBrand helped THE BEST BAR EVER stand up to communicate the brand’s truths and clearly jump above the competition.