Background
When the folks from Think Bar came to us, it was their last-resort effort to rejuvenate a brand that was feeling the impact of the low-carb diet trend's loss of momentum. The products were great, the ingredients top notch, and the founder's passion certainly came through, but nothing seemed to be working.
Solution
When we tapped into our healthy lifestyle consumer knowledge base, we quickly came upon these key truths: consumers want a simple, holistic solution that inspires them on their journey towards better health; and they were paying attention to the functional benefits of whole food. In the marketplace, we discovered the energy bar category was rapidly evolving, with brands in the natural channel expanding into the mainstream. But no brand appeared to be effectively positioning itself as a performance-based brand with an emotional, holistic benefit statement.
Our positioning for Think made the food the hero, and we claimed the functional benefits of real food as our point of difference, building a masterbrand strategy around the concept of true vitality. This concept also served as the driver for the clean and vibrant re-design that clarified and unified all aspects of the brand: product development, packaging design, merchandising, website, print communications, trade shows, and sales materials.
Results
The Think re-branding changed the destiny of the company without changing its essential character. The new brand tells the unique story of a entrepreneurial company that is making the world a healthier place, one bar at a time.
Review Business Strategy
Category Analysis
Stakeholder Interviews
Brand Platform
Brand Story
Brand Identity System
Package Design
Brand Asset Library
Standards Development
