Think Bar wanted to rejuvenate their brand, which was feeling the impact of changing dietary patterns. The products were great, and the ingredients were top-notch, but nothing seemed to be working. To reposition them, we came up with this key truth: consumers want a simple, holistic solution that inspires them on their journey towards better health. Think Bar had to pay more attention to this emotional benefit; no other brands appeared to be effectively positioning themselves as performance-based with a holistic benefit.
We made the food the hero and built a masterbrand strategy around the concept of true vitality. This also served as the driver for the clean, vibrant redesign that clarified and unified all aspects of the brand. The new brand tells the unique story of an entrepreneurial company that is making the world a healthier place, one bar at a time.