To us, the job of design is to showcase a brand's best traits in a beautiful and interesting way. When we rebranded Rxbar, they had the unique ability to actually be transparent, unlike a lot of nutrition bars, they had nothing to hide. We decided to make that front and center with the design which made them stand out on the shelf among competitors' busy packaging and mixed messages. Since the introduction of the new package design, Rxbar saw a 700% growth year over year and soon after, was purchased by Kellogg for $600 million.

Done in collaboration with Scott & Victor.