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Balance Bar redesign is wrapped in decadence

Positioned as ‘craveable nutrition,’ Balance Bars now use packaging graphics that use delectable images of chocolate, peanut butter, and caramel poured across the canvas.

Balance worked with brand strategist and designer Hatch to restage the packaging, which launched in summer 2016.
Balance worked with brand strategist and designer Hatch to restage the packaging, which launched in summer 2016.

The Balance Bar Company has repositioned its nutrition bars with packaging that emphasizes their decadent side first followed by their nutritional advantages. The new graphics were designed, says Balance, to appeal to consumers’ emotional connection to the brand, with images of rich chocolate, caramel, and peanut butter poured across the packaging, and nuts and other ingredients peeking out from underneath.

The change came with the introduction to the line of four new flavors and new bar sizes, including a mini-bar. “We changed the packaging for our original flavors and our great new flavors to ensure our entire line is now wrapped in deliciously decadent packaging that truly showcases what the brand is all about: providing consumers with undeniably delicious yet smart snacking options, or, as we like to call it, ‘craveable nutrition,’” explains Monique Acevedo, VP of Marketing for Balance.

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