Project Background
In late 2022, our team of 4 designers at BetterBody Foods was tasked with designing concepts for a new PBfit-branded protein bar. The project was paused, then resumed in early 2024, with a goal to launch on Amazon in late 2024. Though these initial concepts didn't see much traction, they served as the foundational design work that propelled the final concepts.
Once the project was resumed, I was selected as the primary designer for the new label and display box packaging.
Challenges
1. Designing labels, display boxes, and a tray for Costco that would stand out in the highly competitive protein bar category
2. Managing the design of 9 packaging components across two SKUs (Peanut Butter Chocolate & Salted Caramel Peanut Butter)
3. Iterating design options quickly based on feedback from customers and other key stakeholders (product development, executive team, etc.)
Initial Designs
As was mentioned earlier, our team started the design process by creating a number of concepts. These options were presented to key stakeholders from product development, sales, marketing, and the executive team. We received crucial feedback to emphasize the PBfit brand, clean up the hierarchy, and emphasize the protein content of the bar.
Here are three of the initial concepts that our team designed.
Iterating the Design
Once the formula for the bar was complete, and a manufacturing partner secured, we were ready to do a trial run. This required an initial run of film for the bar packaging. These sample bars would allow us to get customer feedback via sampling at in-person events. I re-worked the design to incorporate feedback received on earlier concepts.
This refreshed design emphasized the protein content and the PBfit brand.
The initial trial run went well and customer feedback was very positive. This also revealed some key issues with the packaging design, such as the placement and scale of key information, as well as a need to more clearly communicate the texture of the bar.
I sought the feedback of the marketing, e-commerce, and sales teams and went back to Illustrator to continue refining the design. After many iterations, with lots of small tweaks here and there, and seeking more feedback from my team, I landed on the final design that we launched the bar with. The design aesthetic of the film was modified and transferred to a 4-pack, 6-pack, and 12-pack display box, as well as a tray for Costco.
Surveying Packaging Designs
Prior to sending the artwork to our printers, I collaborated with our marketing team to launch a survey to A/B test a few different variations of the 12-pack display box and Costco tray design. The results led me to making a few other minor changes, now with complete confidence that the design decisions I was making were having (and would continue to have) a strong impact.
Option 2 was the winner when shown to potential customers.
We surveyed our customers and confirmed that option 2 was the stronger tray design for Costco.
Results
The finished label and display box designs are the result of over 18 months of ideating, designing, iterating, getting feedback, and iterating some more. It was a very conscious choice to design a label that is bold and athletic. From the outset, I wanted to design a label that clearly communicated to customers why they should choose PBfit over other protein bar options. Additionally, in a saturated market, leaning on our classic PBfit orange helps us stand out on the shelf. Teaming up with CrossFit to be their official protein bar was another key differentiator.
Ultimately, this bar was picked up by Costco for the Midwest region and business centers nationwide. The bar will also be stocked in local Utah grocers such as Harmons. It’s also been selling very rapidly on Amazon. I’m grateful to have played a key role in helping launch this product and acknowledge the efforts of the entire team at BetterBody Foods.
Key Team Members
Meaghan Harless - Creative direction on packaging and photoshoots
Hannah Jones, Rachel Pixton, and Marissa Calder - additional designers who provided lots of feedback and design concepts
Russell Alboroto and Jake Quilter - photography and videography for all marketing and e-commerce efforts
Avery Street - director of all the marketing efforts to get the bar in the hands of consumers
Jordan Wright and Austin Roper - gathering data and running surveys to test the packaging designs