Building on the successful foundation of the existing RXBAR brand, the challenge was to create an equally compelling sub-brand design for kids. Theses smaller size bars in kid-friendly flavors, needed to simultaneously appeal to the kids and parents of RXBAR's health-conscious audience.
Partnering directly with the RXBAR CMO, we developed the project plan, brief, and explored a broad range of work that introduced elements with kid appeal to the existing RXBAR visual equity. The trick was finding the right balance of something that felt on-brand, while still creating something new for kids. Once we landed on the simple emoji idea, we began to refine the design language and expand the work to additional touch-points.
The result is a sub-brand of RXBARs that are just as clear about what is (and is not) in them, that uses vibrant colors and playful flavor emojis to appeal to their smaller audience. We created a simple Kids lockup for the sub-brand that added a cheerful secondary color. We moved to rounded typography and line-work, for a subtly different and more approachable visual language. The overall result is a clean and simple design language that builds off of the standout parent brand, but with "No Bad Stuff" for kids.