NPD growth for a supplement brand wanting a slice of the protein bar category.

The challenge

Most protein bars rely on cheaper protein blends; 10X Athletic has produced a protein bar that is Whey Protein at its core. We have to create a visual that feels cohesive with the brand’s new premium direction, whilst also expressing the USP of having Whey Protein.

What we did

Packaging Design

Clichés we rebelled against

Most packs lean into flavour: gooey shots, glossy coatings, food photography built to look like dessert. It's a health halo. Gym branding and a protein number on the front lead people to assume the bar is healthier than a chocolate bar, even when the sugar or saturated fat content says otherwise. The closer the imagery gets to confectionery, the more it invites the scrutiny it's trying to dodge. And once every brand chases the same craveable shot, none of them stands out. The photography ends up selling taste, not the nutritional credibility that was meant to be the whole point.

The approach

We dropped the desert-style photography in favour of a cow-spot-inspired visual to communicate the Whey Protein USP of the product, which is derived from cow's milk. To ensure familiarity and credibility with consumers, we have kept a prominent protein value callout on the front of the pack. We paired this with a bold sans-serif font family and a clean, minimalist layout to ensure the NPD feels cohesive and part of the 10X Athletic product family.