LÄRABAR Indulgent Moments

ART DIRECTION, FOOD STYLING & Strategy + Design

As more and more brands began entering the space that LÄRABAR was built on - real, simple ingredients, the brand was beginning to lose household penetration and getting lost in the sea of like-minded brands on shelf. That’s where the LÄRABAR Indulgent Moments positioning came in. The brand needed to make a shift in order to capture new consumers and bring lapsed consumers back to the box.

My task in this new brand positioning was to take the brand’s existing DMCs and create something new for indulgent moments. The goal was to not only bring a refresh to the brand creative but to also inform consumers on new ways they could enjoy the product. Knowing other creative partners would need to translate the designs to fit their own channels, the designs had to be followed with a comprehensive guide on how to work within the new design framework.

With all of this in mind, I created a full suite of assets, accompanied by an asset guide. I also built an entirely new social strategy for the brand, ensuring that every channel would be working hard to bring indulgence to the forefront of the consumer’s mind. This content captured all of the beautiful elements that represented the brand, while pulling in new elements to communicate the taste and vibrancy of flavors. The Indulgent Moments content will be rolled out across digital and in-store channels.