Sports nutrition is not just for high-performance athletes anymore, and has long since established itself in the lifestyle segment as well. As a logical consequence, Powerbar has had to change, too, expanding its appeal to new target groups while at the same time underscoring its expertise in the performance nutrition market. We created a new brand appearance that harkens backs to the origins of Powerbar while affording it more flexibility to appeal to new target groups.

The new logo is reminiscent of the founding years and revives the iconic striped look. The expanded use of color gives the brand greater flexibility and makes it attractive to additional target groups. The use of the P as a meta symbol opens up new communicative possibilities and the custom corporate font picks up on the character of the logo.

As part of the new brand identity, the packaging design of over one hundred products will be converted over the next 18 months.

Achim Schaffrinna, author of Design Tagebuch, on the new design: "In my perception, the previous Powerbar logo with its yellow body is a rather pumped-up, one-dimensional, slanted thing designed for power/potency. The new brand identity is still powerful/dynamic, but without that brute aesthetic (...)."

You can find the full article in German here.