Hummm! Protein Bar

Rethinking protein bars.

In 2024, the protein bar market was growing fast — and becoming visually crowded.

Linea Alimentos was preparing its biggest launch of the year: a new protein bar line with a softer, filled recipe and no added sugars.

The challenge was clear: how to stand out in a category where everything looks the same?

The agency MultisolutiON created a new visual identity, giving birth to Hummm! — a sub-brand designed to connect with a younger, premium audience.

After the identity was defined, I was responsible for designing all packaging, developing the color concept for the line and creating 100% of the appetite imagery.

The line launched with 9 flavors, in two sizes (35g and 20g), positioned as a protein snack, not a meal replacement.

Bold colors, clean layouts and sensorial imagery were used to communicate softness, indulgence and desire at the point of sale.

The Linea logo appears subtly above the Hummm! logo, creating a clear reading: Linea + Hummm! — trust endorsing pleasure.

This project became Linea Alimentos’ biggest bet of 2024, marking a new chapter in how the brand approaches the protein category.

Protein can look delicious too.