New Power for the Future

Brand Relaunch for Powerbar

Professional athletes and Powerbar go together like biceps and triceps. A perfect match. After all, Powerbar created the sports nutrition segment. But what was once a niche product is now an entire lifestyle industry. Which is precisely the reason Powerbar needed to evolve, too. In addition to developing a new design, we strengthened the brand's core – getting Powerbar into excellent shape to face the future.

An extensive range of offerings carried to its logical conclusion

We think of brands holistically – from the logo to the packaging, from communication on social media to the purchase decision at the point of sale. And we brought it all together for Powerbar. In just 18 months we adapted more than 100 designs to fit the new brand identity.

Dare to be daring – the lifestyle market of the future

We brought back to life the iconic stripes created for the brand when it was founded in 1986. New colors enable the brand to address different target groups – whereby the familiar red-yellow combination is still used for the core segment of high-performance athletes. The handwritten “Evolving mindsets” tagline gives the brand a personalized touch, making it more accessible and subtly suggesting “taste” as well as natural ingredients.

A logo becomes an entire brand world

P for… Performance! Personality! Powerbar!

The P in Powerbar is now a strong metasymbol that can be used independently of the logo. It clearly symbolizes both dynamism and performance enhancement, thereby underscoring the central promise of the brand and its products.

More color, more adaptability

We expanded the color pallet to give Powerbar more flexibility. There's also a matching set of brand patterns for clear brand communication even when it's not possible to use the Powerbar logo and emotionally appealing images.

Impact with a charming, handmade style

The hand-drawn icons also contribute to the personalized, accessible brand identity. In spite of their do-it-yourself look, they are easily distinguishable and enable customers to recognize at a glance the benefits of each product.

Power on all channels

Bold lines, a strong character font – the new Powerbar identity can be used flexibly on social media channels, too, making it easy to quickly create posts that get lots of likes.

Logical step: The logo inspires the typeface

Powerbar has a typographic logo. So what could be more logical than making an entire customized corporate typeface out of it? Perfect for striking headlines that tell the brand's story letter by letter. The new font refers to Powerbar's original lettering and subtly alludes to the brand's history and core values.

Ready for takeoff

With a new strategy

We also collaborated with Powerbar to polish up and recharge the brand core. The understanding of performance, which was primarily focused on athletic prowess, now includes three new pillars:

Attention to environmental and social issues
Inclusivity and a sense of community
Accessibility for everyone, regardless of their performance level

In concrete terms, this means less drill and more fun, sustainability and inspiration. All this is obvious in the newly refreshed design, of course. Now the icon of the sports nutrition segment is poised to usher in a new era of success. The brand that created an entire industry has once again taken the lead.