MUSE Gold

United States

2021

Freedom Bar - Rebrand

Entrant Company

Ptex Group

Category

Corporate Identity

Client's Name

Liberty Brands

Sub-Category

Brand Identity

Freedom Bar, creators of a whole-food nutrition bar that could go head to head with the leading competitors (Rxbar and Larabar) and win on both taste and stated claims of real-food, had the best kind of challenge a client can possibly come to us with: a fantastic product in a category that was practically exploding, but the existing packaging wasn’t telling the story clearly and provocatively enough to capture buyers’ and consumers’ attention. Our strategy was to take Freedom Bar’s competitors head on with an emphatic tagline (“Real food. Period.”) coupled with an audacious front-to-back on-package challenge (“Flip the bar, nothing hiding”) directing consumer to read Freedom Bar’s ingredient list closely and inviting comparisons to the leading brands where concentrates, extracts and ‘natural flavors’ from lab-made formulas can be found “hiding” in the ingredient list on their packaging. Our redesign was both clean and bold, dialing up the good ol’ food charm and the clean eats appeal simultaneously.

Credits

Illustrator
Andre Caputo
Producer
Goldy Guttman
Art Directoor
Mushky Polak
Art Director
Miriam Kilstein
Creative Director
Elke taussig
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