Best Bar Ever
BrandtBrand helps The Nature's Bounty Co. establish this new and superior product in a very competitive space.
“BrandtBrand is the ONLY agency that has ever exceeded my expectations in a way that words cannot describe. When I saw their design work, I literally had tears in my eyes. They took every passionate, rambling phone conversation about what I wanted my brand to represent and then they did the impossible. They designed packaging that was something I couldn’t even describe but exactly what I wanted.
I used to think that packaging was less important than the actual product, but based on how much faster our products are gaining placement, I’ve realized that working with BrandtBrand was the defining moment in our product development. I couldn’t recommend their team higher.”
You first might ask, fairly, where did this name come from? It came from a very authentic place…from the mouths of consumers in product testing! We’re told it was the very first thing EVERY consumer exclaimed upon tasting it. It was too big to ignore—the “bar” had the votes and named itself. Honestly, it’s a bit of a long name that presented us with some challenges to create a design that jumped above and beyond the rest. As they say, the “bar” was high.
The protein bar shopping experience is like other categories today— it’s very crowded and a visual nightmare at the shelf. Yet, a few very strong brands dominate the category.
We knew we had something truly better, not just a “me- too.” We had the bar that compromised nothing in flavor that contained all the protein you want. So the challenge to stand-out became clear in both mass and speciality channels- we had to connect and create impact on all fronts.
In one swift move, we had to boldly stand up to tell our story, while leapfrogging the rest. Yet, confidently “make the invitation” to consider something new and something better. In short, we had to convey cleaner, better ingredients and best tasting—all in a flash.
With very careful consideration we developed a packaging design and visual language that has stopping power. And, critically, positioned “THE BEST BAR EVER” as the premium choice above the others.
The bold and gold type on black wood, elevated the primary story through words and type, and became the beacon that cut through the clutter. In concert, we carefully developed the communication hierarchy, by placing the real ingredients to reinforce the product’s “pure ingredient” philosophy and to drive deeper appetite appeal. From the bar packaging, to the box, to the merchandising and the brand’s visual language, BrandtBrand helped THE BEST BAR EVER stand up to communicate the brand’s truths and clearly jump above the competition.
