To create a cohesive, modern, and updated version of SMART bar, we really thought about how to create a more impactful, clean, and appealing shelf visual. Our focus was on flavor, nutritional callouts, and a sleek new feel.
We know what consumers want, and when choosing a bar taste comes first. Our visual center point for each design was the flavor, putting the M&M’s, peanut butter cups, and cookies at the forefront. Consumers immediately understand what flavor they can expect, and read further to find the bar is quite healthy and nutritious.
SMART bar was designed to appeal to a wide range of demographics, so we needed to strike a balance between what kids want and adults know they should have. Our work included a bar packaging redesign as well as the 5 count boxes for each flavor.
The packaging for each flavor is closer to candy than an MRE, but the two primary themes are inescapable. Every SMART bar is tasty and healthy, so it’s clean and straightforward aesthetic will appeal to anyone browsing for a snack anytime & anywhere.
SMART bar is a playful and inclusive brand and our goal was to have the website experience reflect how we want users to feel when learning more about the product. Having e-commerce functionality was another priority so we chose to build the site on Webflow and integrate with Shopify for the POS solution. This site was particularly difficult to build due to a lack of physical product to reference and build site content with. Due to supply chain issues much of this build was done without content so our creative process began with a user experience focus. The result is a highly dynamic website that incorporates animations and colorful moving elements that keep consumers engaged and moving from page to page.