Powercrunch

CPG

Visual Identity // Packaging

Elevate the everyday. Driven by the need to increase sales and retailer growth beyond grocery channels, Power Crunch invested in a rebrand to move their protein bars from the health aisle to the snack aisle.

THE BACKSTORY

Kevin Lawrence, founder of Power Crunch, created his product out of a personal need; creating a formula his infant son could metabolize in the NICU, made form the high-quality hydrolyzed whey he used as a body builder in the gym. Eureka!

THE INSIGHT

With a unique wafer crisp form factor and extensive line of flavors, this bar was delivering powerful nutritional performance, sure, but was actually winning, among its die-hard fans, on taste and texture.

THE BREAKTHROUGH

Combine the nutritional benefits and enjoyable experience into a brand positioning—elevate the everyday—to attract a new consumer: moms shopping in the snack aisle.

Several types of chocolate and a scoop of mint ice cream with chocolate shavings around it, with the words 'power crunch' in the center.

Box of Power Crunch triple chocolate protein energy bars with a white and purple design, showing images of chocolate bars and crumbs, and nutritional info indicating 13 grams of protein and 5 grams of sugar per serving.

Box of PowerCrunch French Vanilla Crème protein energy bars with images of vanilla ice cream, vanilla flower, and chocolate flakes on the packaging.

Box of Power Crunch Peanut Butter Fudge protein energy bars with one bar broken in half, showing layers of peanut butter filling and crunchy wafer.

Box of Power Crunch protein poppins in BBQ flavor with multiple individual snack packages visible

Packaging of PowerCrunch plant protein poppers with BBQ flavor, featuring images of the snack, a cup of BBQ sauce, and decorative greens against a red background.

Bag of power crunch protein poppits with ranch flavor surrounded by vegetables and yellow snack balls.

A display box of Power Crunch protein poppits in ranch flavor, with individual snack packages arranged inside. The packages feature a white and green design, highlighting that the snack is keto friendly, low in carbs, high in protein, and low in calo

A light teal background with the phrase 'elevate the everyday' in black cursive handwriting, and white decorative swirl accents in the corners.

A young woman with long blonde hair holding a partially eaten energy bar in front of her face, covering one eye, with a blurred background.

A bag of Power Crunch Popits Nacho Cheese flavored popped protein snack on a mustard yellow background.

Assorted Power Crunch protein energy bars, including French vanilla creme, peanut butter fudge, and chocolate mint flavors, some broken into pieces, along with scattered nuts, berries, and crumbs on a white surface.

A hand with pink nail polish is pulling out a power crunch protein bar from the front pocket of blue denim jeans. The person is wearing a blue knit sweater, and the background is a solid light blue color.

A Power Crunch Keto protein crispy bar in vanilla dream flavor on a blue background.

Protein crispy bar with chocolate brownie flavor on purple background

Pow Crunch Krisp Chocolate Brownie Protein Bar package on brown background

Shelf of Power Crunch protein bars in various flavors, including blue package with power crunch branding, orange, purple, and white packs, priced between $1.29 and $2.49.

Result = Expansion

Since our refresh the brand’s distribution has grown (like gangbusters). They have expanded their shelf space not only in the snack aisle with new keto and kid-friendly bars, but across new categories like chips.

Today they distribute DTC and in nearly every big-box retailer.