Protein Minis
Overview
Protein Minis is Yogabar's bite-sized protein bar, sold as single wrappers and in a resealable Pick Me pouch. Our brief was to give a small bar a place in everyday routines, as a snack for the hours between meals.
Brief and challenge
Protein bars usually sell on ingredients and grams, and a mini format risks looking like a lesser version of the full bar. We needed a reason to reach for it that had nothing to do with the nutrition panel.
Role and deliverables
We designed the wrapper and pouch, shot the product key visuals and wrote the occasion-led messaging that runs into the web banners.
- Wrapper & pouch design
- Product key visuals
- Web banners
- Occasion-led messaging
Process
The work is built on moments rather than ingredients: 4pm hunger, the morning hike, late-night munching. On pack, a turquoise pouch carries PICK ME in heavy yellow capitals across the top, with Protein Minis set in yellow and violet beneath the Yogabar mark. A halved Choco Peanut Butter bar sits low on the front, annotated with handwritten arrows for high protein and high fibre, and the same pairing of violet and yellow carries from wrapper to web banner.
Outcome
Wrapper, pouch, key visuals and banners form one family, each built from the same colour pair, handwritten notes and product cut. Any of the moments can be swapped in as a headline without redrawing the system.
