What do you do when you want to launch a new product in a highly saturated market? How do you bring together food and technology in an attractive way? Well, when Torr Foodtech came to us with their new and innovative snack bar, we knew that we needed to crack the strategic insight and design that would allow their name, logo, and full brand identity to stand out. Here’s a taste of the mouthwatering content we created.
How do you brand a healthy snack bar when there are millions of them fighting for place on the shelves? First, we examined our competitors’ approach to snack bars and understood that the same traditional tactics of connecting the brands to nature, health, and fitness were used across the board, and yet all neglected the most important element: taste! So, our approach became clear; to first emphasize all the fun and delicious things that are in the snack...and oh yeah, it’s good for you too!
“Once I took a bite of the bar, my brain was instantly flooded with all the things that make this snack unique. That’s something that was very different with this product, and it was really important to us that people will understand the snack before even trying it.”
Once the strategy was in place, the naming seamlessly followed. By removing all the sugar, preservatives, and other nasty stuff from the snack, there’s so much more room for your favorite flavors! It could be strawberry or cashew. Even tomato, if that’s your type of thing. You want crunchy? Chewy? No problem. Protein? Sure! No matter what flavors are your besties, chances are we can turn them into Presteez!
We knew from the beginning that the name of the product needed to be both unique and allude to all the fun elements that were combined into the snack. With all your besties pressed together, the Presteez bar basically named itself. But it didn’t end there! Torr didn’t just take out the sugar from the bars, they took out the boring too. That’s why it was most important for us to create a brand that was just as “un-boring” - From messaging to design and everything in between. Presteez brings you a world of delightful flavors and textures, pressed together to form a one-of-a-kind snacking experience. With innovative technology and admiration for the prestige of nature, we’re able to create wondrous bites like nothing invented before, with no need for any additives that mask their naturally delicious flavor. Presteez is the bar for no un-boring bits.
“It was important for us to make sure that every aspect of this brand lived inside the strategy. The ‘un-boring’ tone of voice served as a guiding light for us through the creation of all the visual elements.”
The logo represents the idea of squeezing in more fun, because when you remove all the things our bodies don’t like, you have much more room for the fun! With this strategy in mind, we created a custom logotype that also had the ability to squish and stretch to fit anything. In bringing the brand story to life, we wanted to make sure we were celebrating the fun over the healthy and saying “yummy” AND “nutritious”. We took the idea of pressed goodness and played with the visual aspects of squishing all the good stuff together. And, when it came time to implementing the animation, it was an exciting challenge to understand how to incorporate movement into a product that is, by definition, pressed together!
"We created a language that focuses on the “press” action, where all the shapes and letters join and reshape to fit one another. While keeping the frame rate low so the animation will feel laggy and not smooth, and creating rough transitions between shots, we were able to keep the crunchy feeling we were looking for! The final result evoked the exact feelings we wanted – cozy, crunchy, and tasty."
It was a challenge to avoid falling into the commonalities of natural, earthy and wholesome styled snack bar brands. So, we created a competitive benchmark that was a guiding star for us to understand how we needed to look and feel to be able to stand out above all the many competitor snack brands on the shelves. And so the vibrant, loud and bold palette and graphic language was created.
