Snack-bar wraps get fashion-forward makeover

Impact brand This Bar Saves Lives refreshes the graphics and logo for its snack bars, with fashion-forward designs that push the boundaries of traditional consumer packaging.

This Bar Saves Lives has refreshed the graphics and logo for its snack bars, with fashion-forward designs.
This Bar Saves Lives has refreshed the graphics and logo for its snack bars, with fashion-forward designs.

Said to have been “born in Liberia and raised in Venice Beach,” impact brand This Bar Saves Lives has refreshed the graphics and logo for its line of snack bars to present an inspiring, uplifting approach while delivering something vibrant and fresh that stands out on store shelves. The brand, founded by celebrities Kristen Bell, Ryan Devlin, Todd Grinnell, and Ravi Patel, was created “to make it easy to eat well and do good,” the company says.

This Bar Saves Lives’ line-up includes six varieties of snack bars that are non-GMO, gluten-free, and kosher, and made from better-for-you ingredients. The company’s mission is to help people thrive all over the world through the snack bars they sell domestically and the food aid they give abroad. Each time a consumer buys one of the snack bars, the company gives nutrition to a child in need.

With expanded distribution of its bars nationwide in 2018 and the launch of two new flavors, the company tapped a Los Angeles-based agency to “create an even more elevated snacking experience.”

“Because we aren’t a traditional snack bar company, we looked outside of traditional consumer packaging agencies,” the company explains. “We partnered with fashion designers and worked together to push boundaries and no longer look like the average snack bar. They brought a unique approach to the design process and helped us successfully showcase our bars’ natural ingredients through bright, bold patterns and a clear window.”

Going from snack bar wraps printed with single blocks of color and subdued patterns at top and bottom, the new packaging uses stylized patterns across the entire wrap—with the exception of a clear window to show the bar inside—that use color and hero ingredient illustrations to represent the premium, quality ingredients in an interesting, design-driven way.

Says the company, “The design agency helped us create different designs for each flavor that feel very distinct, while still maintaining a cohesive visual identity for the entire portfolio.”

The brand refresh also involved a change in the logo, which now includes a heart icon said to represent the brand’s ethos that love is universal, and all of us have the power to come together to build a better future for the world.

The brand’s goal for the redesign, met through the “fashion-forward” graphics, were twofold, says This Bar Saves Lives: “From a mission standpoint, while we deal with the serious issue of severe, acute malnutrition, we always aim to take a positive, uplifting approach to share inspiration and do good in the world. Our packaging now displays our bright spirit in a clearer way. From a business standpoint, taking a more stylized, design-driven approach helps us stand out in a saturated retail environment.”

This Bar Saves Lives’ six varieties of snack bars are available nationally at Starbucks as well as at select Whole Foods and Target locations. They are also available online through Amazon.com.

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