PERFECT SNACKS REBRAND

In this company rebrand, I was challenged to refresh a failing brand mark with new life through the use of color, composition and consistency. This exploration focuses on Perfect Snacks, a family-run series of whole-food protein bars & other nut-filled healthy snacks.

My process began with market research in the health snack bar category, and within that category, researched five national brand competitors, including Larabar, KIND Bar, Perfect Snacks, RX Bar, and LUNA Bar. By comparing these brands based on their logo, mission statements, target audiences, and other attributes, I was able to better understand the health snack space, especially those opportunities positioned to transform into advantages. Perfect Snacks stood out as a brand with tremendous potential, but also one whose growth was restricted by its discontinuous branding. Once committed to this brand, I began a deep visual analysis of Perfect Snack’s identity. Gathering examples of current colors, logos, use of illustration and/or photography starkly contrasted the “look and feel” Perfect Snacks desired versus what they truly conveyed. Perfect Snacks has a strong and well-loved story as well as a high-quality product; however, its packaging lacks the natural and clean connotations that it promises in its ingredients. Designer Debbie Millman voiced that “branding is deliberate differentiation.” Perfect Snacks has the tools to stand out among the sea of healthy bars and snacks already on the market, but taglines like “The Original Refrigerated Protein Bar” do little to strengthen the brand image. My goal became to equip the brand with the tools to succeed. That meant bringing their story to the forefront and curating a clean design. 

Clean consistency ensures a “PerfectSnack” family. 

It was clear that Perfect Bar’s rebrand needed to move into the direction of consistency and clean, and of course family. After process mapping, I identified the key adjustments that would truly convey the look & feel Perfect Bar was capable of: (1) An earthy, healthy color palette, (2) Incorporation of the family store though delicate sketches of fruits, vegetables, and the “family van,” (3) Unified packaging among all bar flavors, and (4) A tagline that represented the true value of the brand.

The most apparent changes are reflected in the bar packaging mockup, which shows a realistic version of how the new logotype would appear in combination with other descriptive and decorative elements. Other touchpoints included a website, company business card, and social media assets that reflect this new brand identity. The culminating touchpoint was the brand identity book, which displayed the ins-and-outs of the brand and would be necessary for investment and business purposes.