Launched in 2004, Raw Rev was one of the original BFY (Better for You) bars offering a vegan snack that was made with quality ingredients. Fueled by a raw attitude and bold ambitions, Raw Rev quickly became known for its surprisingly delicious flavor despite the low sugar content.
Almost 20 years later and having seen the BFY bar category explode, the brand no longer stood out against the highly saturated shelf of mass market brands. It needed a new design that matched its reputation for deliciousness while delivering the raw attitude that originally set the brand apart.
In a category focused on performance, our bright, brazen and joyful new design captures the positive, playful pleasure of eating and living well. The charming and enticing illustrations of the ingredients draw the eye into a vibrant world of taste. The word mark boasts a warm yet bold color palette and the double ‘R’s’ can be used as stand-alone sign-off.
Inspired by the sensorial field of flavor we depicted hand-drawn, imperfect visuals, creating a representation that is ‘irresistibly raw’. This playful design is balanced by a more scientific secondary typeface, providing this otherwise cheery aesthetic with the expectation of expertise and science-backed formulations. Taken all together, the style is enticing yet rooted in nutrition, reasserting Raw Rev as the leader in nutrition bars that deliver on taste.