FIT PIGGY – Protein bars

FitPiggy Protein Bars – Packaging Design Case

What is this product about?
FitPiggy is a protein bar brand created for women who want a healthy snack that feels enjoyable rather than restrictive. The bars combine functional nutrition with a sense of fun, making them an easy and positive choice before or after a workout.

The concept behind the packaging design
The core concept is “a party in your gym bag.” Based on shelf research, we found that pink stands out strongly within the protein bar category, which is dominated by dark and neutral tones. Since FitPiggy’s primary target audience is women, we intentionally embraced pink as a bold, confident choice—turning the product into something playful, empowering, and impossible to ignore.

The solution
We designed packaging that breaks away from traditional sports nutrition aesthetics. By using vibrant pink tones, a friendly pig character, and an upbeat visual language, the packaging transforms a functional protein bar into something that feels rewarding and fun to carry.

The technique used to design the packaging
Our design process combined shelf analysis with character-driven branding. A strong color system was developed to maximize shelf impact, while clean typography and clear information hierarchy ensure readability and trust. Illustration and branding elements were designed to scale across different flavors and future product extensions.

What is unique about the packaging design?
What sets this packaging apart is its emotional positioning. Instead of focusing purely on performance or discipline, the design celebrates enjoyment and self-care. The bold use of pink, combined with playful character branding, creates a joyful contrast within the sports nutrition market.

The results
The final packaging gives FitPiggy a highly recognizable and distinctive shelf presence. It resonates strongly with its female target audience and positions the protein bars as a fun, feel-good product—turning a simple snack into a small celebration in every gym bag.

• Nick Reinders, Nattevingerwerk (@nattevingerwerk)