Plant based power!

Barebells functional foods

Concept, Art Direction, identity, packaging design, copywriting, animations & illustrations (comic book with Gustav Schultz)

2020

Barebells™ is Swedens best selling brand of protein bars. In 2020, Barebells vegan series was launched with the mission to offer the tastiest plant based protein bars on the market.
To challenge prejudices about vegan products being packaged in brown paper with green leaves, the “plant based power”-concept was born. You can be vegan and still be strong and build huge muscles and you can be a non-vegan and flex for the climate.
I wanted to find the balance between playfulness and power which resulted in a superhero inspired design concept. Vivid colors and harsh lines are mixed with playful illustrations and animations.
I’ve worked with the entire project from concept and copywriting to packaging design, illustration and animation. For the launch we made our own comic book with Barebells biggest ambassadors beeing featured as superheros.