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The ‘Quest’ for a fun and tasty brand identity

Quest Nutrition embraces a new package design that ties together its 80-SKU portfolio of healthy foods and helps its flagship protein bars stand out in a cluttered category.

Mouthwatering food photography became the main focus of the redesign.
Mouthwatering food photography became the main focus of the redesign.

The mission of El Segundo, CA-based Quest Nutrition is to make the foods consumers crave work for them and not against them by making versions of their favorite foods that are low in net carbs, high in complete protein, and low in sugar. First disrupting the protein bar category, in a few short years, Quest has expanded its food portfolio to include cookies, chips, powders, and now even pizza. The brand grew so quickly that a refreshed and consistent packaging system was needed to tie the entire portfolio together. And as the protein bar category becomes increasingly cluttered with multiple brands on shelf, consumers need to be able to find Quest and understand the quality difference quickly. They turned to Chase Design Group to help them achieve this goal.

The Chase team started with the logo, using a bold, sans-serif font and making the custom “Q” slightly larger. Design exploration revealed that the original signature letter “E,” designed as three floating bars to signify energy and movement, was the most memorable component, so it was adapted to work with the other letters.

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