It’s famously easy to get lost in the supermarket—the unpleasant fluorescent lighting, adult contemporary on grainy speakers, endless shelves of options to sort through. Who doesn’t wanna just sprint through the aisles and go home?

The pastel packaging for Planet Superfood’s keto protein bars was designed with this approach in mind: to stand out on a shelf full of drab-looking competitors. The line accomplishes this not by doing anything fancy, but with softly attention-grabbing colors, warm and legible typography, and clear-cut design that tells consumers exactly what they’re getting from the jump.