Zebra Bars®

GD USA Award Winner

Nostalgic Brand Gets Modern Makeover

The Original Crunchy Peanut Butter Bar is a beloved candy that has been around for generations. When Atkinson Candy Company came to us with the challenge of rebranding the candy without alienating existing consumers, we were excited to take it on. The company wanted the new branding to lean into a modern aesthetic while still maintaining its timeless appeal.

AGENCY SERVICES
  • Strategy & Positioning
  • Logo Design
  • Packaging Design
  • Copywriting & Messaging
  • Production

Strategy & Positioning

We analyzed Atkinson’s product line, market competitors, & target audience. With the company’s vision for the future of its brands in mind, our team identified specific branding opportunities. Since “Peanut Butter Bars” was too generic of a name and not ownable by trademark, Atkinson Candy Company wanted to use the name Zebra Bars, as most of their consumers referred to the candy that way due to the striped pattern on the wrappers. Moving forward, the candy would be renamed Zebra Bars and our branding would reflect that.

Brand Story & Messaging

To align on the messaging, we developed a complete brand story for Zebra Bars. This approach took what we uncovered in the strategy stage & used it as a foundation in defining the brand’s personality, tone, & overall brand expression.

The Solution

To create standout packaging that didn’t stray too far from the current brand, we sought to create a modern yet familiar design. We created a new logo with an ownable custom-illustrated character that fit within the company’s current brand lineup, to give the brand an identifiable personality. We also explored an updated color palette and zebra-inspired pattern that evolved the current brand into a brighter, more eye-catching design that pops on shelf. Added callouts and consumer-friendly messaging educate shoppers about the products benefits while speaking to the new look and same great taste.

BEFORE
AFTER

Brand Extension

Once the final design was approved, we rolled out the new look to the brand’s entire portfolio, ensuring consistency across pack types. The final result is a cohesive family of products.

Marketing Materials

Our team created attractive, scannable sell sheets to celebrate the new branding, increase product awareness, & introduce new gusset bag packaging options.