PACKAGING REDESIGN

Another student project, this brief was one of my favorites. It caused me to think outside of the box. The brief for this project was to redesign an existing product for an entirely different audience. My choice was to take the familiar and friendly brand of CLIF protein bars and replace it with the streamlined, minimalist design of gym supplements; much like what you find in a GMC. So I took away the light colors, the rock climber, and the national park imagery. Instead I stylized photos of the gym and athletic bodies that could be considered aspirational. The colors were pared down to white, black, red, blue and purple. The majority of the design leaning heavily on the black color. I was pulling from what I was seeing in protein powders and other supplements geared towards high performing lifters.

A lot of the visual elements relied on impact. Geometric lines, washes of color, and high contrast in the story. In the end the redesign was a success. The final product looks nothing like the original packaging, and now looks like it would be at home with other supplements on the shelves of a GMC.