The brand and design agency Peter Schmidt Group has developed a new look for the Powerbar brand. More than one hundred designs are to be changed over a total period of 18 months.
35 years ago, Powerbar helped define the sports nutrition product segment - now the brand is realigning itself. In doing so, it is relying on the support of the brand and design agency Peter Schmidt Group: This has developed a new look that cites the origins of Powerbar and at the same time allows the flexibility, to address new target groups.
Powerbar is a well-known manufacturer in the field of sports nutrition: founded in 1986, the brand has shaped an entire segment worldwide. But 35 years later, the market has changed: Sports nutrition is no longer only relevant for competitive athletes, but has become more and more popular. long since established in the lifestyle segment.
Together with Powerbar, the Peter Schmidt Group has now developed a developed a new brand design strategy and completely revised the visual identityThe company's design is based on a global approach: from the logo to its own corporate typeface to the packaging design of all products - in order to function globally in all markets.
The brand's new logo revives the look of the founding years with the unmistakable striped look and emphasises the name as a category term. Through the use of different colours the brand gains more flexibility and a much livelier, less functional appearance. New communicative possibilities are opened up by the use of the P as a strong meta-symbol and by the use of a custom corporate font that picks up on the character of the logo.
„In order to develop in the long term, we need to be open to change - and every change requires a realignment of our inner values, thoughts and beliefs in order to have a lasting positive influence on our external behaviour.“
Moose Elshakankiry, Head of Marketing at Powerbar
As part of the new brand identity, the Peter Schmidt Group the packagings from Powerbar. More than one hundred designs are to be converted over a total period of 18 months.
„Taking a holistic view of the brand and product presentation corresponds to our understanding of modern and effective brand management. The haptic experience on the shelf is an effective tool for conveying empathy and inspiring customers emotionally.“
Ruediger Goetz, Managing Director Peter Schmidt Group
Source: Peter Schmidt Group
