Pack redesign moves protein bar to third place in category

In a June 2017 article in Inc. magazine, ‘How a Packaging Overhaul Rescued This Protein Bar Company From Obscurity,’ author Stephanie Shomer tells how, ‘Sometimes, the only ingredient is simplicity.’

Anne Marie Mohan

May 16, 2017

The article focuses on a new package design for RxBar that won an Inc. 2017 Design Award for Package Design. As Schomer relates, the protein bar from RxBar company founders Peter Rahal and Jared Smith was introduced in 2013 in packaging they designed themselves using PowerPoint.

“Eighteen months ago,” Shomer writes, “the Chicago-based company gave its protein-bar packaging a radical overhaul, and they soon began landing in retailers including Whole Foods andTrader Joe’s.” Branding agency Scott & Victor LLC led the package redesign and rebranding project.

Read the article to learn how a smaller logo, a focus on ingredients, and a unique graphic treatment helped RxBar move from “the bottom of the barrel” to the number-three wellness bar at natural-food retailers.

Packaging World Annual Outlook Report 2026

Machinery Basics

Pt 25 7 Feeding & Inserting Equipment 2026 Thumbnail

A Look at Feeding and Inserting Equipment on the Packaging Line

Pre Made Bag Loading & Sealing Thumbnail

How Products are Loaded and Sealed into Pre-Made Bags and Pouches

Pt 26 5 Wrapping Equipment Final 00 00 01 11 still001

Learn About 4 Different Types of Wrapping Machines for Your Product

Learn About 10 Different Types of Labeling Machines for Your Product

Norma Crockett, GS1 US (left) and LC Ede, Sysco Corporation (right) at GS1 connects this week in Las Vegas.

'Hard and Messy': What Sysco Learned by Getting Out in Front of EPR Reporting

Packaged food distributor Sysco started building its EPR data infrastructure two years ago, before most brand owners knew they would need one. Now, fees are live. Here's what a sustainability director at Sysco learned when she looked around and realized she was ahead of the curve.

At the Packaging Recycling Summit, Teo Medellin explained how P&G is working with partners to develop recycling technologies that draw on the company’s long history in cleaning.

P&G Applies Cleaning Know-How to Recycling Innovation

2026 The Ripple Effect (sustainability) Cover

New PMMI Report Reveals Sustainability Is Reshaping Equipment Requirements Across the Packaging and Processing Industry

Coca Cola is expanding the availability of smaller pack sizes, including 200 ml and 250 ml bottles for individual consumption.

Coca Cola, Bear, and Stock Spirits Use Packaging Reduction Strategies

Boxed Water Brand Hands Heavy Case Stacking to Robotics

Need help with your packaging project?

We’ve done the legwork to identify and vet experienced packaging and processing consultants you can contact directly for your next project. Decades of combined experience in packaging line engineering, machinery selection, package and materials development, and food processing operations.

See your advisor options now.