The CLIF Bar flagship product had not had an update in over 13 years. However, with sales approaching a billion dollars and launching in the UK and Japan, it was time for a refresh beyond just Rock Climbing.
We introduced a Sweet & Savory line featuring music inspired design and playful copy, aiming to resonate with a younger audience. This collection expanded our flavor offerings with combinations like Honey Srircha and Chili Pepper with Paprika.
As part of the CLIF brand refresh, we also updated the CLIF Kid brand from flat simple cartoons to a more animated look to excite our younger audience as well as create a visual language that connect to our flagship energy bars.
Our highly successful CLIF Shot and CLIF Bloks products required a refresh as well to align all our upcoming new Pro Athlete products under one moniker.