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Packaging Redesign

 Close up of the packaging for the PROBAR Meal Bar.


Reinventing healthy, hip and real food choices

The Challenge


PROBAR creates delicious, convenient, healthy, plant-based food products. They strive to be the leading provider of REAL FOOD choices, always maintaining their commitment to quality, sustainability and fantastic taste.

But... their retail packages were covered with information, and busy illustrations and nutrition callouts resulted in the products getting lost on-shelf. Messaging was confusing: it was hard to tell which bar was which, and if the bars differed in purpose — and audiences were not purchasing across the different lines.

Our Approach


With the mission to deliver a fresh, hip, tasty-looking brand revamp to help them stick out from the prolific array of colorful bars on the grocery store aisles, we got to work. After a few rounds of research, input and several dozens of consumed bars, we knew they needed more than an update—they needed a branded system. We fine-tuned it  all down to final masterpieces, each having a clear purpose, clean look, and holistic relationship within the (growing) PROBAR family. 

project detail

Jason Lambert / PROBAR

Struck nailed what we were looking for and the positive feedback from customers has been tremendous.

What We've Done

Brand Strategy
Brand Identity

Fave Bars

Koka Moka

Oatmeal Chocolate Chip

Cookie Dough

“Following the launch of the rebranded packaging, PROBAR achieved significant gains in the outdoor category and moved from #11 to #5 nationally in the bar category in natural foods.”


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