Detour is a household name brand known for their indulgent flavors of whey protein bars. However, the brand's failure to adapt to the changing preferences of the modern consumer caused their approach to become stale and outdated, warranting a visual upheaval of the brand.
We turned our focus first on Detour's lower-sugar variety pack, which required refreshed packaging, flavor renaming, and revised language regarding the product's health-centric callouts.
Our goal was to rebrand Detour, a health-conscious yet indulgent protein bar, to appeal to a more diverse customer demographic at big-box retailers such as Sam's Club.
The new face of Detour Lower-Sugar Bars is a far departure from the stark and masculine traffic-cone orange, royal blue, and dark brown palette of the original wraps, box, and other brand materials. Refined and softened for the health-conscious consumer, the Guilt-Free Chocolate Indulgence Variety Pack goes beyond the weight room at the gym to provide a high-protein, low-carb, low-sugar, keto-friendly, non-gmo and gluten-free snack bar for the full spectrum of big-box retailer consumers.
Don't judge a book by its cover... but definitely judge a bar by its wrap.