Proud was already on the shelf when it came to us. The product was good. The brand around it wasn't doing it justice. The rebrand started with the name: a wordmark with a full stop, heavy enough to hold a crowded shelf and simple enough to sit on a wrapper, a box, a water bottle, or a product page without changing. Around it, a restrained palette of white, red, and grey, and a line, Everyday Fuel, that says what the bar is for without shouting about protein.

Packaging carried most of the work. In this category the wrapper is the campaign, seen for two seconds at arm's length next to ten competitors doing the same thing. We designed the system from the dieline up, so every flavor reads as Proud first and as itself second, and new flavors join the line without redesigning it.

Photography closed the loop. Product and model imagery shot inside the same rules as the packaging, so the brand looks the same in the hand, on the shelf, and on the feed.