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Chia protein bar uses ‘Modern Primitive’ aesthetic

The new Chia Protein Bar from Health Warrior uses package graphics that reflect the wisdom of Aztec and Inca warriors while highlighting the latest nutritional findings.

Pw 140322 Hw Protein1

Tapping into the nutrient-rich superfoods of the ancient world, Richmond, VA-based Health Warrior launched its business in 2012 with the introduction of a 100-calorie snack-size bar made with chia seed—a favorite of the Tarahumara Indians and Aztec and Inca warriors. The success that followed prompted the company to complement the line with a full-size chia protein bar.

To design packaging graphics for the new bar, Health Warrior worked with advertising/design agency LRXD. The goal was to differentiate the graphics for the protein bar enough so it was clear it was a new and distinct offering, yet retain sufficient visual cues from the original chia bar so it would still fall under the Health Warrior umbrella.

Explains Kelly Reedy, CEO of LRXD, “The creative needed to reflect Health Warrior’s spirited, authentic, aspirational, motivational, passionate, gritty, and humble core values and appeal to its sweet spot of female buyers.”

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