9bar is a range of rather delicious seedy snack bars. Their makers, Wholebake, had been aiming at sports and endurance-training enthusiasts, but we felt that 9bar had a much wider appeal. We decided to sustain the focus on the goodness of the bars – but shifted the emphasis away from the idea of 9bar helping customers through “a daily marathon” towards “fuelling an active lifestyle”. Then we added range names – Organic Lift, Carob Hit, Breakfast Boost and Cocoa Kick – to make them easier to identify.
The biggest change came with the decision to extend 9bar’s work with good causes and make it part of the brand’s DNA. Now, with “Good energy, twice”, 9bar devotes a proportion of profits to providing solar lights for children in Africa, in partnership with the charity SolarAid; a move that could make a huge difference in a part of the world where thousands of families have to rely on expensive and toxic kerosene lamps.
When it came to identity, we switched the existing photographic design to an illustrative approach. We reflected the outdoorsy, active character in a rough and relaxed font and a matt packaging. We also turned to the existing power of the brand name, made the 9 the hero and used it to hold other elements, such as sunflowers and nuts. We were careful to ensure the “good energy, twice” message came over in simple and engaging terms, letting everyone know about the good things inside and the good things 9bar are doing. Have a look – and try some – at www.9bar.com