Clark Bar Rebranding

Agency: Gigawatt Graphics
Designer: Geoff Bloom
Project Type: Produced, Commercial Work
Client: New England Confectionery Company (NECCO)
Location: Revere, MA, USA

The history of Clark Bar begins all the way back in 1886 when a man named David Clark quickly grew his candy manufacturing business into a national success, creating innovative candies filled with coconut, mint and peanut butter. You know, all the good stuff. After several years of changing ownership, the Clark Bar has found a secure home with NECCO, a company known for its commitment to producing the classics, like the Clark Bar, at the high level of no-nonsense quality as David Clark did back in 1886.

As part of a refreshing of the Clark brand, NECCO launched a new campaign aimed at a rugged male audience aged 18-40. The marketing tagline reads “Are You Clark Enough?” and initial concepts for TV/radio spots boldly exclaimed “Clark Bites: Eat them and walk among kings, ancient warriors, and men with thick heads of hair.” As a part of this campaign, the packaging for the entire Clark line was completely overhauled, including the revival of a bold white Clark logo that stands out against the grunge-textured ruby red background (and also pops on store shelves). To increase brand and product awareness, we placed detailed product shots front and center, highlighted by rugged textures and rich shadows.