Protein bar ideal packaging design

The Ideal protein bars project was assigned to us by the American company Syncotrance, LLC. Our task was to create a trademark and five packaging designs – one for each taste included in the product line. When thinking of a suitable concept, we wanted to avoid using the most popular ideas in this market segment. From a marketing perspective, it was important to give the products an appearance that would instantly grab the consumer’s attention and that would be markedly different from those of similar products. We decided to use images of diverse women, each of which would be associated with a taste.

We chose to draw a woman of mixed race for the chocolate bar, a redhead for the peach one, and so on. The image of a person always gives a face and a unique touch to a product. However, it was a somewhat risky choice, given that it’s very atypical for this segment of the market to put focus on these illustrations rather than on the product characteristics.

There was a specific purpose to the technique we used. We added outlines to the standard illustrations, and these were left looking unfinished in some places in order to boldly highlight the images. This was very important, as the packaging is very small but has to be seen from afar. The images had to be clearly defined and easy to perceive.