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Snack bar rebrands in time to fuel summer journeys

Tahoe Trail Bar overhauls muted-colored packaging and taps vivid imagery to bring new product packaging to life.

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From the original recipe created and served locally in the Hot Gossip Lake Tahoe coffee shop in 1995, Tahoe Trail Bar has developed a reputation as the go-to snack for all kinds of outdoor sports and adventure, with high-quality ingredients and fantastic taste.

When Wes King, the owner and CEO, bought the recipe for the single flavor and rights to make the product in 2010, the nutrition, health, and wellness category was growing exponentially. He realized it was time to get Tahoe Trail Bar introduced to a wider audience.

King reached out to Perspective: Branding for the rebrand.

“We were struggling to be seen in the set because of muted colors, and finding it difficult to convert sales because the features of the bar were not clear, and our brand identity didn’t have the weight and punch of a separate mark. We decided to take the plunge into new flavors, which our customers were requesting, and take the brand as a whole ‘down to the studs’ and really capture who we are and what we are about,” King says.

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