McVitie’s Probix – Digestive Protein Snack Bar

I, Tirth Desai, a brand designer based in India, helps brands build creative experiences for their audience.

Worked as a freelancer for the packaging project, I collaborated with marketing students from the University of Westminster on a conceptual launch of a new protein bar product line for McVitie’s. The objective was to design visually compelling packaging for individual snack bars and a package box for a set of six bars.

The product is a protein bar line, blending McVitie’s signature heritage with the rising demand for functional snacks. The concept focused on maintaining McVitie’s recognizable brand identity while appealing to a health-conscious, on-the-go audience.

CONCEPT: The packaging design draws inspiration from the idea of “balanced indulgence,” combining vibrant energy with the sophistication of McVitie’s legacy. The visuals are crafted to evoke trust and familiarity while incorporating bold, dynamic elements to signal innovation and health benefits.

SOLUTION: To achieve the desired outcome, I analyzed the product launch strategy and the brand guidelines in depth. I ensured the designs were visually cohesive with McVitie’s established branding while highlighting the unique attributes of the protein bar line.

PACKAGING MATERIAL: Proposed sustainable food-grade plastic which is designed to keep food fresh by providing an effective barrier against moisture, oxygen, and contaminants. It ensures product longevity and safety while incorporating eco-friendly materials or processes to minimize environmental impact.

The designs were developed using a blend of contemporary graphic design principles and market trends. Colors, typography, and imagery were carefully selected to maintain a balance between the modern health-food aesthetic and McVitie’s traditional appeal.