Take A Bite Out Of Bunch Bar
by Chloe Gordon on 01/11/2021 | 4 Minute Read
Our client had a vision: She wanted to help address food insecurity for kids and adults in need by creating a protein bar that integrated giving into sales. She knew how to make a bar with real, whole ingredients, amazing flavor, and unmatched texture, but she had no name, no package and no marketing plan.
Together, we created a new brand from scratch, anchoring it in a story as sincere as its intentions. We developed words, imagery and code that brought together the humanity and love behind the product, launching it with social promotion and a Shopify site. Before it was Bunch Bar, it was many things. Finding a memorable name that was legally ownable AND differentiating in a dense marketplace presented a significant hurdle.
So before we settled on Bunch Bar, we tossed around a lot of name ideas. Hundreds in fact. And in addition to all those names, we developed dozens of color and design explorations as we worked to dene the emotional essence of this new brand. After a bunch of exploration, a bunch of names and a bunch of designs, we landed just where we needed to be. Right in the sweet spot between eat good and do good, with a name that brings together the people, ingredients and love behind the brand. From there, it was a natural progression to “Goodness comes in bunches,” the tagline that infused the brand with joy.
From the fonts to the colors, the mix of simple line illustration with photography and through to the charming tone of voice, we developed one cohesive brand architecture for consistency across all Bunch Bar touch points. Warm and welcoming, we emphasized friendliness, approachability and inclusion. Our package design puts taste and texture on display while beautifully illustrating the brand’s intrinsic goodness, with subtle elements that speak to ingredients and people coming together for good.
During our client presentation, our client paid us the highest compliment as she literally held back tears: “I knew this was the look the moment I saw it. I knew this was the one.” Telling a social story. As a direct-to-consumer brand, Bunch Bar relies on Instagram, Facebook and Twitter to generate awareness and funnel sales to its dedicated Shopify site. While the Bunch Bar voice shines in these social posts, the visuals showcase how we exed during the pandemic. When we needed product photography but commercial studios were closed, a Bader Rutter designer built a photo studio in his living room.
Those first two brand words are obvious, but the last one describes the real innovation behind the web-driven DTC sales approach for Bunch Bar that hinged on our Shopify site. We pushed the limits of the platform’s experience to accommodate a sales model that allows customers to send gift bars to charitable causes with every purchase, even developing custom code when we had to. After all, the site does everything from selling taste appeal to charitable giving, from celebrating the story of Bunch Bar to fullling orders, and we integrated engaging and charming interactions at every step.
Strategic swaggery. To build awareness, we targeted social media food influencer outreach to help promote the product. In addition to the product, we supplied them with colorful, shareable merch like T-shirts, stickers and pins. It was just another part of this comprehensive, soup-to-nuts launch. Goodness really does come in bunches. Bunch Bar launched in October 2020 and gained momentum as word spread about the new protein bar brand with the fantastic mission and flavor to match. The brand sold out of one avor within two months and another shortly thereafter. It’s no surprise to us; we’ve known all along that when good food and good people come together, everything is a whole bunch better.
- Executive Design Director: Shawn Holpfer
- Designer: Jason Ludtke
- Writer: Michelle Pilak
- Associate Design Director: Kevin Sparrow
- Associate Creative Director: Val Fuller
- Designer: Gina Tomilonus
- Chief Creative Officer: Ned Brown
- Team Leader: Nick Praznowski
- Agency: Bader Rutter
Annie International Inc.