Building an identity for the ‘on-the-go’ snack brand started by harking back to the idea of ‘anytime-anywhere’ with an effort to guide the brand trajectory as well as market perception into a fresh world. We found inspiration in the old stickered suitcases to depict easy mobility. The style leans into this mood, implicitly urging the user to ‘carry the energy bars on the go’.
The design is based on an illustration style with the ingredients taking centre stage. The mood is fun and playful, lending itself to the use of ‘wild date’ in different connotations of the word ‘date’.
It draws from an outdoor experience, especially camping out in the wilderness. Afterall, it’s something our target audience would love to do on a date. The fire motif on the ‘I’ in the name connects to a bon-fire, a candle-light dinner as well as the chemistry between two people.
The sticker style of packaging is unique and stands to make the user pick the brand over others in the aisle, while looking grounded and homely as artisan brands do.