Froemel 10 4 1 final

Rebranding Campaign

2

Introduction

ChiBar is a gluten free, organic energy bar company whose unique flavor combinations are derived through scientific research as well as eastern and western medicine principals. These functional food combinations are created to give the body more benefit than the original ingredients alone. ChiBar’s current brand does not emphasize these functional food principals. By focusing on the whole, functional food ingredients, ChiBar will rise above the competition. This book explains the research and rationale behind the ChiBar re-branding process, from development to execution.

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Table of Contents

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Research 8 Research10 Competitive Analysis12 Demographics14 SWOT Analysis

Creative Development18 Logo Development20 Mood Boards22 Asset Development24 Infographic

Style Guide28 Logo30 Color32 Imagery34 Typography/Voice

Final Designs38 Print40 Website/Mobile Web42 Social Media44 Packaging46 Point-Of-Purchase47 Loyalty Program

48 Image Credits49 References

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7

Research

8 Research

10 Competitive Analysis

12 Demographics

14 SWOT Analysis

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Research

Abstract ChiBar, an organic and gluten free energy bar, is not currently on the radar of consumers who purchase energy bars. The company uses nutritional research to create their ingredient combinations based on the idea that food has medicinal properties. The use of functional foods gives the ChiBar an advantage over the competition by giving the consumer a product that can help balance the body and encourage health. Currently, the company’s branding is not consistent. There are multiple taglines. It does not emphasize the benefits of the product in a way that is easily understandable. By

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focusing the branding on the nutritional benefits and the use of functional foods in the ChiBar, the company will give the consumer a reason to choose their bar over the competition. Knowing the type of customer who is interested in health and nutrition can help the company speak directly to this group and encourage them to choose ChiBar.

Narrowing their focus to highlight the benefits of functional foods, and especially the health benefits of the specific food combinations in their products, ChiBar can strengthen their

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Research

positioning in the multi-billion dollar energy bar market. By emphasizing the nutritional benefits along with the fact that their bars are both organic and gluten free, they will be able to simplify their message and target a more specific demographic than they are currently. In order to rebrand the ChiBar to highlight the idea of balance and the benefits of using food combinations to achieve this balance, the entire product line needs to be redesigned. This includes a new logo, redesigned packaging, a redesigned website, a series of print ads, web advertising and a refresh of the company’s Facebook page.

Conclusion

ChiBar will be able to differentiate themselves from their competition by rebranding themselves to focus on the benefits of functional foods and the nutritional benefits of specific food combinations. Educating the consumer on the benefits of each flavor’s specific ingredient combination and that these combinations were developed through scientific and nutritional research, will give the customer a reason to purchase a ChiBar over another brand of energy bar. Redesigning the ChiBar website will give the company

a chance to display their research and give the consumer a place to get more information. Additionally, emphasis on the organic and gluten-free properties of their energy bars will attract consumers who may not necessarily be looking for functional food, but will pick up the ChiBar because it is gluten free and organic. Through the use of the clean font, Helvetica and the flowing harmony of Dancing Script along with a fruit and vegetable based color scheme, the company will be able to stand out in the overcrowded shelves full of similarly packaged bars. The new, clean logo, which will replace the current grunge logo will make the company feel more professional and polished.

Fresh, clean images of the ingredients used in the ChiBar will emphasize the natural, healthy and beneficial nature of the bars. These images will feature unprocessed foods with white backgrounds or extracted from their backgrounds to display each ingredient. Through the careful rebranding of the ChiBar, the company can increase their customer base and have a larger presence in the massive and crowded energy bar market.

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Competitive Analysis

Competitor A: Kind SnacksIndustry Ranking:Rank #1 (Based on Facebook Likes)Similarities to Competitors:Gluten Free, Non GMO, Certified KosherDifferences from Competitors:Offers Auto-Ship program with discount and free shipping. KIND Movement: Focus on changing the world through kindness. Uses whole nuts.Onliness Statement (USP):Kind Snacks is the only gluten free, organic energy bar company that focuses on changing the world through kindness (KindSnacks).

Competitor B: BumblebarsIndustry Ranking:Rank #2 (Based on Facebook Likes)Similarities to Competitors:Gluten Free, Non GMO, Certified KosherDifferences from Competitors:Hand-crafted in small batches. Offers facility to other companies to create private-label products. 100% ethically sourced ingredients.Onliness Statement (USP):BumbleBar is the only gluten free, organic energy bar company who works with other companies to develop their own private label lines of gluten free energy bars (BumbleBar).

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Competitive Analysis

Competitor C: Go RawIndustry Ranking:Rank #3 (Based on Facebook Likes)Similarities to Competitors:Gluten Free, Non GMO, Certified KosherDifferences from Competitors:Uses a dehydration process to create product. Made from “Live” raw, sprouted seeds. Uses word-of-mouth advertising through healthprofessionals.Onliness Statement (USP):Go Raw is the only company that creates raw, organic, vegan, non-gmo, gluten free, sprouted seed based energy bars (Go Raw).

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Demographics

ChiBars’ target audience is both men and women ages 25 to 64. They are educated with at least a high school education but are more likely to be college educated. This group is mostly white and non-Hispanic with an annual income above $35,000. They are health conscious and knowledgeable about nutrition. They either are currently at a healthy weight or are actively trying to achieve a healthy weight. Most of the group is concerned about heart health. They believe that whole grains are important to heart health, but also weight management and digestive health. This group feels that the flavor is the most

important factor when choosing foods, followed by price, convenience and sustainability. They also believe that certain foods, known as functional foods, have health benefits above providing basic nutrition (2013 Functional Foods Consumer Survey, 2013). They are busy and often eat on the go. They take vitamins or supplements on a regular basis (Booth, 2010). This group may eat a gluten-free diet, either by necessity due to health issues or by choice to improve their health or energy. They might be concerned about eating organic food, but it is not necessarily of dire importance.

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Target Audience PersonasAngie Smith

Female, Age 42Frederick, MD

RepublicanBachelor’s Degree, DVM

Veterinarian$91,000 Annual Salary

Married, two children, lives in suburbs, has a dog & two cats.

PTA member, participates in a weekly book club, likes to dine out

with friends, not outdoorsy.

Sses Facebook but not Twitter, mostly to post pictures of her kids

for family members.

Avid reader, loves jazz, likes art but can’t get to museums often due to

her busy schedule.

Values her family.

Uses an Iphone, drinks Starbucks, goes to the gym

3 times/week.

Catholic but only attendsmass on holidays &

special occasions.

Mike WilliamsMale, Age 28Minneapolis, MNDemocratHigh School GraduatePersonal FitnessTrainer$35,150 Annual Salary

Single, no children or pets, lives in an apartment.

Likes running, rock climbing, camping, cross country skiing and travel.

Uses Facebook and Twitter, but mostly for promotion of his business.

Doesn’t have time to read, enjoys hard rock music like Staind and Nickelback.

Believes that personal health is the most important thing.

Gets coffee at a local coffee shop, Starbucks is too expensive, uses a Samsung phone.

Not really religious, never gives it much thought.

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Positioning and Value PropositionThe nutritional benefits of ChiBars are unique based on the specific combinations of ingredients used. ChiBars also uses hemp seeds in all products. Hemp has been found to be one of the world’s most nutritious plants (Peattie, 2010).

Sustainable Competitive AdvantageMore emphasis needs to be placed on the company’s founding idea that specific combinations of ingredients can promote health. Specific health benefits of each combination should be called out in the product packaging and each product should be renamed to reflect these health benefits.

Strategy for Promoting the Brand in the Campaign Project (Big Idea)The specific health benefit of each varieties’ specific ingredient combination should be reflected in the name of each product. This emphasis should also be made clear on the product packaging. Education of consumers as to the benefits of each ingredient should be made available on the company website as well as on social media sites. Point of purchase displays should be designed to educate consumers on the health benefits of the products. Low-cost promotion through the use of social media and bloggers to increase brand awareness.

SWOT Analysis

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Threats• Gluten-free fad dieters may move on to

next big thing.

• Major snack food companies jumping on the nutrition bar wagon (Wright, 2011).

• Hemp seeds must be imported since the growth of hemp is banned in the U.S.

• Hemp is a misunderstood ingredient and often confused with its plant relative cannabis (Cosgrove, 2012).

Strengths • Hemp is considered one of the world’s

most nutritious plants. All ChiBars contain hemp seeds.

• Research based flavor combinations created to balance the body.

• Market for energy bars is expected to grow (Cosgrove, 2012).

Weaknesses • Not widely available

• At $2.75, much more expensive than their competition.

• Only four flavors (ChiBars).

Opportunities • Potential for retail expansion.

• Opportunity to create additional functional flavor combinations.

• Number of consumers who eat gluten free to maintain health is increasing whether by choice or medical necessity (O’Brien, 2011).

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18 Logo Development

20 Mood Boards

22 Asset Development

24 Infographic

Creative Development

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Old Logo

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Logo DevelopmentMultiple sketches and directions were explored to create the new logo. The old ChiBar logo felt rough and had an incongruent grunge look that didn’t match the brand’s identity. The final logo that was developed is shown below.

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Mood Boards

The mood board shown on the opposite page was the final choice for the ChiBar brand. It is a combination of the other two, taking advantage of the clean, seriousness of the first board and the fun, vibrant feel of the second board.

The chosen board has movement and texture that emphasizes the balance and harmony of the brand. The colors were chosen to represent the fresh, organic ingredients in ChiBars.

The first mood board on this page emphasizes the scientific aspect of the ChiBar brand. The images were chosen to convey a more serious tone. The colors are somewhat muted to avoid being too “loud”.

The second mood board on this page was created to convey a fun, vibrant feel for the brand. The idea was to represent healthy energy. The colors are bright and the texture and images are off-beat and memorable.

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AssetDevelopmentMultiple sketches were done for each of the final ChiBar assets including website and mobile web design, packaging and point of purchase display design. This also included print ads and proposed products for the Loyalty Program. Based on feedback on the sketches, final deliverables were created for each aspect of the brand.

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Research

Development

Style Guide

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t

Minumum Width = 1 inch

Mood Board 1 Mood Board 2 Mood Board 3

ChiBar uses specifically chosen functional food combinations to create a line of organic, gluten-free energy bars. Each flavor addresses a specific health concern. The crecipes are developed through a blend of principles from scientific research, Ayurveda, the Sun Food diet and the Eating Right for Your Blood Type diets, as well as Eastern and Western medicine to develop their products (ChiBar - About Us. (n.d.). ChiBar’s message is scattered and inconsistent. The benefits of the product are not entirely clear and the consumer doesn’t have a specific reason to choose ChiBars over the competition. The new campaign will increase awareness and in turn increase sales by emphasizing the product benefits. The campaign will also create a connection with the consumer, simplify the purchasing process and cultivate brand loyalty.

Busy, health conscious men and women between the ages of 25 and 64 who place value on flavor in their organic, gluten-free snacks.

Target Audience

Busy, health conscious age 25-64

Competition

Logo Development

Assets

My first mood board is a conservative approach to representing the ChiBar brand. This has a clean, serious look and feel. The images are purposely kept minimal and the font chosen was simple.

The second mood board is meant to be “over the top”. It represents ChiBar in a vibrant “look at me” way. The images are all a bit quirky and the font is a fun, handwritten style.

The third (chosen) mood board is the middle ground. It is not too serious or out there. This mood board has some of the same clean, serious feeling of the first one but has more vibrant colors and a less corporate feel. The ideas of health, harmony & science are represented.

Original Logo

Target Audience Personas

Images should convey health and vitality. The images should be clean and not overly cluttered. Happy, healthy people or fruits, vegetables and nuts that are in their uncooked, natural state are preferred. Images that show clean living and healthy choices are other options.

ReferencesChi Bar. (n.d.). Chi Bar. Retrieved November 10, 2013, from http://organic-energy-bars.com/Barraud, M. (n.d.). Fruit forming heart-shape [Digital image]. Retrieved November 17, 2013, from http://cache3.asset-cache.net/gp/104822052.jpg?v=1&c=IWSAsset&k=3&d=AKOV9aL-wEC24rOZOayWLiUFA30vx2PT5tbd5VxKHMD%2f1zCPSYHojDGHgJ0MLU0h%2fBell, L. (2012, May 11). [Healthy pregnant woman doing yoga in nature outdoors]. Retrieved November 13, 2013, from http://www.flickr.com/photos/102069616@N08/10171126603/in/photolist-guMFzM-7HchUY-bVfQ9H-8RV7u4-8cmrYY-dHS98y-cxtbqN-8DGJUo-hpkZhA-hp-kRJ1-bFWq4F-adny7p-ea3zzy-eBBwa1-bkVVb9-9K9xbU-a9gKJ4-fHG8ti-cpCa27-cpCbny-cp-Cbqs-eusvH9-7DQzkh-cm5EHC-dvBF1C-adGakm-7L4zew-eih6R5-fDuF7d-feumHL-fef9wX-fef3Yr-fef4yD-fef2P4-fef5qk-fef74cBurriel, O. (n.d.). [Food in test tubes]. Retrieved November 17, 2013, from http://cache3.asset-cache.net/gc/117452224-vitamin-c-rich-foods-presented-in-test-tubes-gettyimages.jpg?v=1&c=IWSAsset&k=2&d=HWdy%2fhRQiVPp8ffG3HJNbyzmz2FZkUF8WIjXmV3K-GWM%3dCruz, A. (2012, January 1). Pomegranate [Digital image]. Retrieved November 13, 2013, from http://www.flickr.com/photos/32066472@N03/6782974205/in/photolist-bkovV8-acdJC9-eMJ2Wa-8Szb8m-bq7g5V-afpCzV-b9Sivz-cfeCQd-aE9En4-ehtmYc-8cjhcq-7VpwWm-ecAwnq-e3EbsD-cdcFib-8ACy7m-7HwLva-acMLkD-e9yb2q-aDqhmL-cBN2Q7-aC65ft-8rf5cg-9kP4Dh-eGvj5y-8RfuoU-9vpLD8-gMw76c-dtqD2c-dKzpcZ-9kQ5eR-b6PTPr-duDroa-96butu-9pNnwc-8zNy5e-9as1Sa-ebMV4Q-cbVgj7-dnVSh7-7xRsWoDickstein, M. (n.d.). [Yoga woman with fruits and vegetables]. Retrieved November 20, 2013, from http://cache2.asset-cache.net/gc/104043279-picture-of-health-gettyimages.jpg?v=1&c=I-WSAsset&k=2&d=ma4L9aCbgjMP25THMeJQtefQP%2b7iItJiijFMsTW93rs%3dEllert, L. (n.d.). [Fruit Yin Yang]. Retrieved November 17, 2013, from http://cache3.asset-cache.net/gc/57042854-yin-yang-in-lemons-and-raspberries-gettyimages.jpg?v=1&c=I-WSAsset&k=2&d=08aHHKPWgxe1%2bi313VRrbub02zP34tz1IT%2bKvjswG%2f8%3dGetty Images. (n.d.). [Woman organs fruits]. Retrieved November 20, 2013, from http://cache3.asset-cache.net/gp/102411926.jpg?v=1&c=IWSAsset&k=3&d=EI8l5YKzGI3IQxPD-QR5%2bhxHtOqk8XG51rjU%2bf9tdfKaOE%2fd8LF0KqI%2fMy4MBcFJzGoldswain, Warren. Vegetable Exercise Woman. Digital image. Thinkstock. Getty Images, n.d. Web. 1 Feb. 2014.Kiltz, W. (2007, October 25).Almonds [Digital image]. Retrieved November 13, 2013, from http://www.flickr.com/photos/29685522@N04/3553377709/sizes/o/in/photolist-6pZZoV-6u4byV-6CmMdu-6DDCJc-6EBLK1-6M6k3D-6M6k8T-6NmJ14-6NJw4V-6NJwiM-6NNFW5-6NNG1U-6NNGgJ-6NNGij-6NNGkU-6NNGod-6TNRzK-6VkXGq-7ujnLM-7FZgB3-8D75pD-7JsGPJ-89jfkG-ftduQR-8d2zmR-966isi-geR3xT-8FhKmN-8FhKk5-8Feyke-coFnNY-by8fbc-ehRPgS-bjYD3H-9n3SMz-7JfrsP-bH7fXt-9CYH37-95UuDZ-ffs6XB-dc91Fs-8wXA2H-9gdxm7-8KqRNd-fdkese-ahYDy7-9qatf8-9gbWDQ-bpbcVW-8BHweZ-deLRh8/Leon, J. (n.d.). Food Supplement [Digital image]. Retrieved November 17, 2013, from http://cache2.asset-cache.net/gc/98471711-food-supplement-gettyimages.jpg?v=1&c=IWSAs-set&k=2&d=%2bt5A0vjFoo9yGcKkdWmFKy6oAiMBexU%2f2py5dQ9AjHI%3dLuxx Images. (n.d.). [Petrol pump dispersing a variation of fruits]. Retrieved November 17, 2013, from http://cache4.asset-cache.net/gc/156528177-petrol-pump-dispersing-a-varia-tion-of-fruits-gettyimages.jpg?v=1&c=IWSAsset&k=2&d=53ITgbhBX7jEBa7GGY5XvegXfI-dixi8izVCxt0aQJFg%3dMarker Sound Effect. N.d. Web. 26 Jan. 2014. <http://www.westarmusic.com/getsound/367567.mp3>.Milington, D. (2009, February 20). Exercise [Digital image]. Retrieved November 13, 2013, from http://www.flickr.com/photos/46335581@N03/4254919235/in/photolist-7tZzft-7u4ur3-7uhSBb-7wzH5c-9vE4Hu-bBHgGt-fcKyCr-c4xS89-8pKYB6-dP2BDG-cr3D7Q-fa6uV6-db82fK-db84i3-db84Rf-db82nn-c7TUhb-cbb4Yy-c7Tmmq-cb-5Vwy-cb5Txj-cb5TSo-cb64oh-c7TUad-c7TTR1-c7TFF7-c7TDtA-c7Tiu5-c7TUkm-dDrqJY-dDu-j1H-9ba9VW-fYUqHD-e1Xtus-9ECwHd-dyTaSS-a9wvFX-dp2ran-bRaeLp-bopiSC-97tYSq-ff-WxeS-7JvnnM-7JyTUu-7JyTUJ-dCSGr8-9Q4QQQ-bxxqH8-ddthKh-ddtiR8-crQGvNMir, M. A. (2012, December 3). Pineapple [Digital image]. Retrieved November 13, 2013, from http://www.flickr.com/photos/45374857@N05/8249220847/in/photolist-dyXpXD-9VVH-To-fDufNd-8WKuEQ-abzgys-fNfrEY-9Be1FN-8HXmcW-e7WJFX-9foGfw-8VbmKg-aCe-Tun-d9GjGc-bwJUNd-ckkP9L-bfw7UP-8HSBGD-9dVqP9-ft8onk-czDDTN-dFfSCN-dcq3uX-dcq3rr-cA7UFW-adKQsf-cjDLaA-9tCfgx-9zeaFg-fhUkWY-hcoRjC-bLuwPv-cjeQ1W-9AbnHZ-bovMG2-fzScKp-fFpJ3k-bkaWcp-edwWqD-87PLG1-dSCKcg-ctJCvj-gLiZMG-8gZsrP-8WeW-BV-96C5H9-eFoWYt-a5fJzb-9am9f1-b33R26-89aBBX-9c57UJRaines, S. (2005, September 11). Very Berry [Digital image]. Retrieved November 13, 2013, from http://www.sxc.hu/photo/370984Schneider, D. (n.d.). Pineapple [Digital image]. Retrieved November 13, 2013, from http://cache3.asset-cache.net/gc/118567268-pineapple-gettyimages.jpg?v=1&c=IWSAs-set&k=2&d=2uteSh5gcVZ7cSzQdlddB8zvcYXklf%2fnJzo89Cgsa8M%3dWhite, J. (n.d.). [Fruit making the shape of a test tube]. Retrieved November 17, 2013, from http://cache2.asset-cache.net/gc/154306658-fruit-making-the-shape-of-a-test-tube-gettyimages.jpg?v=1&c=IWSAsset&k=2&d=cX0QbzSAMRdeHq8l%2fn78pZMqBroG-1fZ5yRwkkxG1vhE%3d

“I regret working harder”

-said no one ever.

You can’t be healthy without being happy.

MANUFACTURER’S COUPON EXPIRES 08/21/14

Any Flavor ChiBar For additional offers visit:organic-energy-bars.com

Infographic This is an overall at-a-glance view of the Chibar re-branding process.

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Research

Development

Style Guide

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t

Minumum Width = 1 inch

Mood Board 1 Mood Board 2 Mood Board 3

ChiBar uses specifically chosen functional food combinations to create a line of organic, gluten-free energy bars. Each flavor addresses a specific health concern. The crecipes are developed through a blend of principles from scientific research, Ayurveda, the Sun Food diet and the Eating Right for Your Blood Type diets, as well as Eastern and Western medicine to develop their products (ChiBar - About Us. (n.d.). ChiBar’s message is scattered and inconsistent. The benefits of the product are not entirely clear and the consumer doesn’t have a specific reason to choose ChiBars over the competition. The new campaign will increase awareness and in turn increase sales by emphasizing the product benefits. The campaign will also create a connection with the consumer, simplify the purchasing process and cultivate brand loyalty.

Busy, health conscious men and women between the ages of 25 and 64 who place value on flavor in their organic, gluten-free snacks.

Target Audience

Busy, health conscious age 25-64

Competition

Logo Development

Assets

My first mood board is a conservative approach to representing the ChiBar brand. This has a clean, serious look and feel. The images are purposely kept minimal and the font chosen was simple.

The second mood board is meant to be “over the top”. It represents ChiBar in a vibrant “look at me” way. The images are all a bit quirky and the font is a fun, handwritten style.

The third (chosen) mood board is the middle ground. It is not too serious or out there. This mood board has some of the same clean, serious feeling of the first one but has more vibrant colors and a less corporate feel. The ideas of health, harmony & science are represented.

Original Logo

Target Audience Personas


ReferencesChi Bar. (n.d.). Chi Bar. Retrieved November 10, 2013, from http://organic-energy-bars.com/Barraud, M. (n.d.). Fruit forming heart-shape [Digital image]. Retrieved November 17, 2013, from http://cache3.asset-cache.net/gp/104822052.jpg?v=1&c=IWSAsset&k=3&d=AKOV9aL-wEC24rOZOayWLiUFA30vx2PT5tbd5VxKHMD%2f1zCPSYHojDGHgJ0MLU0h%2fBell, L. (2012, May 11). [Healthy pregnant woman doing yoga in nature outdoors]. Retrieved November 13, 2013, from http://www.flickr.com/photos/102069616@N08/10171126603/in/photolist-guMFzM-7HchUY-bVfQ9H-8RV7u4-8cmrYY-dHS98y-cxtbqN-8DGJUo-hpkZhA-hp-kRJ1-bFWq4F-adny7p-ea3zzy-eBBwa1-bkVVb9-9K9xbU-a9gKJ4-fHG8ti-cpCa27-cpCbny-cp-Cbqs-eusvH9-7DQzkh-cm5EHC-dvBF1C-adGakm-7L4zew-eih6R5-fDuF7d-feumHL-fef9wX-fef3Yr-fef4yD-fef2P4-fef5qk-fef74cBurriel, O. (n.d.). [Food in test tubes]. Retrieved November 17, 2013, from http://cache3.asset-cache.net/gc/117452224-vitamin-c-rich-foods-presented-in-test-tubes-gettyimages.jpg?v=1&c=IWSAsset&k=2&d=HWdy%2fhRQiVPp8ffG3HJNbyzmz2FZkUF8WIjXmV3K-GWM%3dCruz, A. (2012, January 1). Pomegranate [Digital image]. Retrieved November 13, 2013, from http://www.flickr.com/photos/32066472@N03/6782974205/in/photolist-bkovV8-acdJC9-eMJ2Wa-8Szb8m-bq7g5V-afpCzV-b9Sivz-cfeCQd-aE9En4-ehtmYc-8cjhcq-7VpwWm-ecAwnq-e3EbsD-cdcFib-8ACy7m-7HwLva-acMLkD-e9yb2q-aDqhmL-cBN2Q7-aC65ft-8rf5cg-9kP4Dh-eGvj5y-8RfuoU-9vpLD8-gMw76c-dtqD2c-dKzpcZ-9kQ5eR-b6PTPr-duDroa-96butu-9pNnwc-8zNy5e-9as1Sa-ebMV4Q-cbVgj7-dnVSh7-7xRsWoDickstein, M. (n.d.). [Yoga woman with fruits and vegetables]. Retrieved November 20, 2013, from http://cache2.asset-cache.net/gc/104043279-picture-of-health-gettyimages.jpg?v=1&c=I-WSAsset&k=2&d=ma4L9aCbgjMP25THMeJQtefQP%2b7iItJiijFMsTW93rs%3dEllert, L. (n.d.). [Fruit Yin Yang]. Retrieved November 17, 2013, from http://cache3.asset-cache.net/gc/57042854-yin-yang-in-lemons-and-raspberries-gettyimages.jpg?v=1&c=I-WSAsset&k=2&d=08aHHKPWgxe1%2bi313VRrbub02zP34tz1IT%2bKvjswG%2f8%3dGetty Images. (n.d.). [Woman organs fruits]. Retrieved November 20, 2013, from http://cache3.asset-cache.net/gp/102411926.jpg?v=1&c=IWSAsset&k=3&d=EI8l5YKzGI3IQxPD-QR5%2bhxHtOqk8XG51rjU%2bf9tdfKaOE%2fd8LF0KqI%2fMy4MBcFJzGoldswain, Warren. Vegetable Exercise Woman. Digital image. Thinkstock. Getty Images, n.d. Web. 1 Feb. 2014.Kiltz, W. (2007, October 25).Almonds [Digital image]. Retrieved November 13, 2013, from http://www.flickr.com/photos/29685522@N04/3553377709/sizes/o/in/photolist-6pZZoV-6u4byV-6CmMdu-6DDCJc-6EBLK1-6M6k3D-6M6k8T-6NmJ14-6NJw4V-6NJwiM-6NNFW5-6NNG1U-6NNGgJ-6NNGij-6NNGkU-6NNGod-6TNRzK-6VkXGq-7ujnLM-7FZgB3-8D75pD-7JsGPJ-89jfkG-ftduQR-8d2zmR-966isi-geR3xT-8FhKmN-8FhKk5-8Feyke-coFnNY-by8fbc-ehRPgS-bjYD3H-9n3SMz-7JfrsP-bH7fXt-9CYH37-95UuDZ-ffs6XB-dc91Fs-8wXA2H-9gdxm7-8KqRNd-fdkese-ahYDy7-9qatf8-9gbWDQ-bpbcVW-8BHweZ-deLRh8/Leon, J. (n.d.). Food Supplement [Digital image]. Retrieved November 17, 2013, from http://cache2.asset-cache.net/gc/98471711-food-supplement-gettyimages.jpg?v=1&c=IWSAs-set&k=2&d=%2bt5A0vjFoo9yGcKkdWmFKy6oAiMBexU%2f2py5dQ9AjHI%3dLuxx Images. (n.d.). [Petrol pump dispersing a variation of fruits]. Retrieved November 17, 2013, from http://cache4.asset-cache.net/gc/156528177-petrol-pump-dispersing-a-varia-tion-of-fruits-gettyimages.jpg?v=1&c=IWSAsset&k=2&d=53ITgbhBX7jEBa7GGY5XvegXfI-dixi8izVCxt0aQJFg%3dMarker Sound Effect. N.d. Web. 26 Jan. 2014. <http://www.westarmusic.com/getsound/367567.mp3>.Milington, D. (2009, February 20). Exercise [Digital image]. Retrieved November 13, 2013, from http://www.flickr.com/photos/46335581@N03/4254919235/in/photolist-7tZzft-7u4ur3-7uhSBb-7wzH5c-9vE4Hu-bBHgGt-fcKyCr-c4xS89-8pKYB6-dP2BDG-cr3D7Q-fa6uV6-db82fK-db84i3-db84Rf-db82nn-c7TUhb-cbb4Yy-c7Tmmq-cb-5Vwy-cb5Txj-cb5TSo-cb64oh-c7TUad-c7TTR1-c7TFF7-c7TDtA-c7Tiu5-c7TUkm-dDrqJY-dDu-j1H-9ba9VW-fYUqHD-e1Xtus-9ECwHd-dyTaSS-a9wvFX-dp2ran-bRaeLp-bopiSC-97tYSq-ff-WxeS-7JvnnM-7JyTUu-7JyTUJ-dCSGr8-9Q4QQQ-bxxqH8-ddthKh-ddtiR8-crQGvNMir, M. A. (2012, December 3). Pineapple [Digital image]. Retrieved November 13, 2013, from http://www.flickr.com/photos/45374857@N05/8249220847/in/photolist-dyXpXD-9VVH-To-fDufNd-8WKuEQ-abzgys-fNfrEY-9Be1FN-8HXmcW-e7WJFX-9foGfw-8VbmKg-aCe-Tun-d9GjGc-bwJUNd-ckkP9L-bfw7UP-8HSBGD-9dVqP9-ft8onk-czDDTN-dFfSCN-dcq3uX-dcq3rr-cA7UFW-adKQsf-cjDLaA-9tCfgx-9zeaFg-fhUkWY-hcoRjC-bLuwPv-cjeQ1W-9AbnHZ-bovMG2-fzScKp-fFpJ3k-bkaWcp-edwWqD-87PLG1-dSCKcg-ctJCvj-gLiZMG-8gZsrP-8WeW-BV-96C5H9-eFoWYt-a5fJzb-9am9f1-b33R26-89aBBX-9c57UJRaines, S. (2005, September 11). Very Berry [Digital image]. Retrieved November 13, 2013, from http://www.sxc.hu/photo/370984Schneider, D. (n.d.). Pineapple [Digital image]. Retrieved November 13, 2013, from http://cache3.asset-cache.net/gc/118567268-pineapple-gettyimages.jpg?v=1&c=IWSAs-set&k=2&d=2uteSh5gcVZ7cSzQdlddB8zvcYXklf%2fnJzo89Cgsa8M%3dWhite, J. (n.d.). [Fruit making the shape of a test tube]. Retrieved November 17, 2013, from http://cache2.asset-cache.net/gc/154306658-fruit-making-the-shape-of-a-test-tube-gettyimages.jpg?v=1&c=IWSAsset&k=2&d=cX0QbzSAMRdeHq8l%2fn78pZMqBroG-1fZ5yRwkkxG1vhE%3d

“I regret working harder”

-said no one ever.

You can’t be healthy without being happy.

MANUFACTURER’S COUPON EXPIRES 08/21/14

Any Flavor ChiBar For additional offers visit:organic-energy-bars.com

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Style Guide

28 Logo

30 Color

32 Imagery

34 Typography/Voice

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The ChiBar logo was redesigned to emphasize both the organic nature of the product, as implied by the leaf icons, but to also allude to the idea of harmony through the flowing, curved lines and smooth shapes. The new version is friendlier than the previous version.

Whenever possible, the main, two-color logo should be used. On a dark background, the logo should be reversed to white, while keeping the leaves green. If the background makes the two color logo illegible, a one color black, white or green logo may be used.

Logo Specifications

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Logo Specifications

Clear space

Always maintain specified clear space around the ChiBar logo to protect the logo from distracting graphics or typography. Measure clear space by the height of the “a” in the word ChiBar as shown.

Minimum Size

While the logo is designed to be legible in multiple sizes, going too small can limit the logo’s effectiveness. Never reproduce the logo smaller than one inch in width. Minumum Width = 1 inch

Unacceptable Logo Use

Never distort or rotate the ChiBar logo. Always use the approved logo colors. Never add a stroke, drop shadow or place a box around the logo.

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R 255G 227B 101

C 1M 7Y 73K 0

PMS120 C

R 252G 175B 1

C 0M 35Y 100K 0

PMS130 C

R 45G 163B 53

C 80M 9Y 100K 1

PMS7739 C

R 227G 204B 212

C 9M 20Y 8K 0

PMS5245 C

R 227G 48B 43

C 5M 95Y 95K 0

PMS1795 C

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Color

The colors for the ChiBar brand are bright, clean colors. The primary color is green to represent the organic, healthy aspect of the brand. The secondary colors were chosen to represent healthy fruits and vegetables.

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Images

33

Images

34

Helvetica RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()><.?

Dancing ScriptABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()?

Helvetica BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()><.?

Headline/Tagline - Dancing ScriptSubhead - Helvetica BoldBody Copy - Helvetica Regular

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The font Helvetica represents the clean, healthy aspect of the product. The font Dancing Script offsets the seriousness of Helvetica and represents the idea of harmony. Always set type in a combination of upper and lowercase. Avoid using all uppercase to avoid the appearance of shouting. Don’t use special effects such as drop shadow or strokes that might compromise the legibility. Don’t change the kerning or distort the type in any way.

The voice of ChiBar should represent both a clean healthy feel along with the science and harmony behind the brand. The text used should be smart and knowledgeable, not dumbed down.

Typography/Voice

37

Final Designs

38 Print

40 Website/Mobile Web

42 Social Media

44 Packaging

46 Point-Of-Purchase

47 Loyalty Program

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Print

Print Ads/QR CodesThis will include a magazine ad campaign. The ad will be two sided and perforated to encourage customers to save the information. There will be a coupon offer in the magazine ads to encourage customers to try the product. A QR code will be included in the ads which will take people to the ChiBar Facebook page encouraging them to “Like” the page for additional special offers. This will drive people to the Facebook page where a relationship can be built.

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Web & MobileA website is often the first impression for your company (“Why You Need a Website,” 2004). The fact that ChiBar is yet a relatively unknown company further emphasizes the importance of a strong web presence. All other media will direct potential customers to the website/mobile site. The site has the same clean design as the other assets. The mobile site is simple to make it easy to use while making it easier to purchase or learn about ChiBars while on the go.

42

Social Media

Twitter will be used to develop a relationship with the customers and engage them in discussion about ChiBars and their benefits. ChiBar can use Twitter to give their customers healthy living and nutrition tips that also include adding ChiBars to a healthy diet and fitness plan.

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Facebook – Currently, there are more than 350 million Facebook users worldwide (“11 Mind-Blowing Reasons Your Business Needs Facebook,” n.d.). ChiBar can develop a personal relationship with their customers by taking advantage of the nature of this social media giant. “Through comments or posts, you get to have direct feedback and conversations with your target audience.” (“The Importance of Facebook for Small Businesses,” n.d.) Additionally, the use of “Offers” or contests on Facebook can drive additional traffic and sales through the ChiBar website. This can also encourage additional users to “Like” the ChiBar page to gain a larger audience. Posting fitness and health tips and articles that will be of interest to the ChiBar customer will help build the personal relationship. “Simply posting engaging, interesting content can help customers view your company as more than a money-making machine. It allows them to see the business in a more human way, and recognize there are actual people behind that social media account that are interested in what the customer has to say.” (“Relationship Building as a Key to New Customers,” n.d.)

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Packaging

Both the individual bar package as well as an additional multi-bar package will be developed. The redesigned packaging will create a more visible product in an extremely overcrowded market. The use of clean, bright graphics will help differentiate the product. Each product variety will have a white background to emphasize the purity and freshness of the ingredients. Large images of the main flavor ingredients will be prominent on each variety.

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Point-of-Purchase

Point-Of-Purchase displays will be used to introduce ChiBars to the consumer and draw their attention to the benefits of the functional food combinations in the product. These displays will also include a coupon to encourage consumers to try the product. “Independent marketing research firm, the A.C. Nielson Co., reveals that 95% of all shoppers like coupons. And 60% actively look for coupons.” (How to Use Coupons to Promote Your Business. (n.d.). The redesigned packaging will create a more visible product in an extremely overcrowd-ed market. The use of clean, bright graphics will help differentiate the ChiBar product.

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Point-of-Purchase LoyaltyProgramAfter collecting ChiBar points from the packages, customers can redeem them for prizes like t-shirts, hoodies, water bottles and fitness gear. There will be a code that is redeemed online at the ChiBar site, in a special section that the users can register and keep track of their points as well as make the redemptions. The products will be only available through the Loyalty program so customers are encouraged to save points for this exclusive merchandise.

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Image Credits

Barraud, M. (n.d.). Fruit forming heart-shape [Digital image]. Retrieved November 17, 2013, from http://cache3.as-set-cache.net/gp/104822052.jpg?v=1&c=IWSAsset&k=3&d=AKOV9aLwEC24rOZOayWLiUFA30vx2PT5tbd5VxKHM-D%2f1zCPSYHojDGHgJ0MLU0h%2fBell, L. (2012, May 11). [Healthy pregnant woman doing yoga in nature outdoors]. Retrieved November 13, 2013, from http://www.flickr.com/photos/102069616@N08/10171126603/in/photolist-guMFzM-7HchUY-bVfQ9H-8RV7u4-8cmrYY-dHS98y-cxtbqN-8DGJUo-hpkZhA-hpkRJ1-bFWq4F-adny7p-ea3zzy-eBBwa1-bkVVb9-9K9xbU-a9gKJ4-fHG8ti-cpCa27-cp-Cbny-cpCbqs-eusvH9-7DQzkh-cm5EHC-dvBF1C-adGakm-7L4zew-eih6R5-fDuF7d-feumHL-fef9wX-fef3Yr-fef4yD-fef2P4-fef5qk-fef74cBurriel, O. (n.d.). [Food in test tubes]. Retrieved November 17, 2013, from http://cache3.asset-cache.net/gc/117452224-vitamin-c-rich-foods-presented-in-test-tubes-gettyimages.jpg?v=1&c=IWSAsset&k=2&d=HWdy%2fhRQiVPp8ffG3HJNbyz-mz2FZkUF8WIjXmV3KGWM%3dCruz, A. (2012, January 1). Pomegranate [Digital image]. Retrieved November 13, 2013, from http://www.flickr.com/photos/32066472@N03/6782974205/in/photolist-bkovV8-acdJC9-eMJ2Wa-8Szb8m-bq7g5V-afpCzV-b9Sivz-cfeCQd-aE9En4-ehtmYc-8cjhcq-7VpwWm-ecAwnq-e3EbsD-cdcFib-8ACy7m-7HwLva-acMLkD-e9yb2q-aDqhmL-cBN2Q7-aC65ft-8rf5cg-9kP4Dh-eGvj5y-8RfuoU-9vpLD8-gMw76c-dtqD2c-dKzpcZ-9kQ5eR-b6PTPr-duDroa-96butu-9pNnwc-8zNy5e-9as-1Sa-ebMV4Q-cbVgj7-dnVSh7-7xRsWoDickstein, M. (n.d.). [Yoga woman with fruits and vegetables]. Retrieved November 20, 2013, from http://cache2.as-set-cache.net/gc/104043279-picture-of-health-gettyimages.jpg?v=1&c=IWSAsset&k=2&d=ma4L9aCbgjMP25THMe-JQtefQP%2b7iItJiijFMsTW93rs%3dGoldswain, Warren. Vegetable Exercise Woman. Digital image. Thinkstock. Getty Images, n.d. Web. 1 Feb. 2014.Kiltz, W. (2007, October 25).Almonds [Digital image]. Retrieved November 13, 2013, from http://www.flickr.com/photos/29685522@N04/3553377709/sizes/o/in/photolist-6pZZoV-6u4byV-6CmMdu-6DDCJc-6EBLK1-6M6k3D-6M6k8T-6NmJ14-6NJw4V-6NJwiM-6NNFW5-6NNG1U-6NNGgJ-6NNGij-6NNGkU-6NNGod-6TNRzK-6VkXGq-7ujn-LM-7FZgB3-8D75pD-7JsGPJ-89jfkG-ftduQR-8d2zmR-966isi-geR3xT-8FhKmN-8FhKk5-8Feyke-coFnNY-by8fbc-ehRPgS-bjYD3H-9n3SMz-7JfrsP-bH7fXt-9CYH37-95UuDZ-ffs6XB-dc91Fs-8wXA2H-9gdxm7-8KqRNd-fdkese-ahYDy7-9qatf8-9gb-WDQ-bpbcVW-8BHweZ-deLRh8/Luxx Images. (n.d.). [Petrol pump dispersing a variation of fruits]. Retrieved November 17, 2013, from http://cache4.as-set-cache.net/gc/156528177-petrol-pump-dispersing-a-variation-of-fruits-gettyimages.jpg?v=1&c=IWSAsset&k=2&d=53ITg-bhBX7jEBa7GGY5XvegXfIdixi8izVCxt0aQJFg%3dMilington, D. (2009, February 20). Exercise [Digital image]. Retrieved November 13, 2013, from http://www.flickr.com/pho-tos/46335581@N03/4254919235/in/photolist-7tZzft-7u4ur3-7uhSBb-7wzH5c-9vE4Hu-bBHgGt-fcKyCr-c4xS89-8pKYB6-dP2BDG-cr3D7Q-fa6uV6-db82fK-db84i3-db84Rf-db82nn-c7TUhb-cbb4Yy-c7Tmmq-cb5Vwy-cb5Txj-cb5TSo-cb64oh-c7TUad-c7TTR1-c7TFF7-c7TDtA-c7Tiu5-c7TUkm-dDrqJY-dDuj1H-9ba9VW-fYUqHD-e1Xtus-9ECwHd-dyTaSS-a9wvFX-dp2ran-bRaeLp-bopiSC-97tYSq-ffWxeS-7JvnnM-7JyTUu-7JyTUJ-dCSGr8-9Q4QQQ-bxxqH8-ddthKh-ddtiR8-crQGvNMir, M. A. (2012, December 3). Pineapple [Digital image]. Retrieved November 13, 2013, from http://www.flickr.com/photos/45374857@N05/8249220847/in/photolist-dyXpXD-9VVHTo-fDufNd-8WKuEQ-abzgys-fNfrEY-9Be1FN-8HX-mcW-e7WJFX-9foGfw-8VbmKg-aCeTun-d9GjGc-bwJUNd-ckkP9L-bfw7UP-8HSBGD-9dVqP9-ft8onk-czDDTN-dFfSCN-dc-q3uX-dcq3rr-cA7UFW-adKQsf-cjDLaA-9tCfgx-9zeaFg-fhUkWY-hcoRjC-bLuwPv-cjeQ1W-9AbnHZ-bovMG2-fzScKp-fFpJ3k-bkaWcp-edwWqD-87PLG1-dSCKcg-ctJCvj-gLiZMG-8gZsrP-8WeWBV-96C5H9-eFoWYt-a5fJzb-9am9f1-b33R26-89aBBX-9c57UJRaines, S. (2005, September 11). Very Berry [Digital image]. Retrieved November 13, 2013, from http://www.sxc.hu/pho-to/370984Schneider, D. (n.d.). Pineapple [Digital image]. Retrieved November 13, 2013, from http://cache3.asset-cache.net/gc/118567268-pineapple-gettyimages.jpg?v=1&c=IWSAsset&k=2&d=2uteSh5gcVZ7cSzQdlddB8zvcYXklf%2f-nJzo89Cgsa8M%3d

Unless specified below, all images were purchased from Thinkstock.com or created by Tonya Froemel exclusively for the ChiBar re-branding campaign. Product mockups from mockupeverything.com and graphicriver.com.

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Image Credits ReferencesBumbleBar | Organic, Gluten Free Energy Bar! (n.d.). BumbleBar | Organic, Gluten Free Energy Bar! Retrieved September 22, 2013, from http://www.bumblebar.com/

Chi Bar. (n.d.). Chi Bar. Retrieved September 22, 2013, from http://organic-energy-bars.com/

Cosgrove, J. (2012, May 3). Food Bars in the U.S. Nutraceuticals World. Retrieved September 22, 2013, from http://www.nutraceuticalsworld.com/contents/view_online-exclusives/2012-05-03/food-bars-in-the-us/

11 Mind-Blowing Reasons Your Business Needs Facebook. (n.d.). Social Media Examiner RSS. Retrieved February 12, 2014, from http://www.socialmediaexaminer.com/11-mind-blowing-reasons-your-business-needs-facebook/

Go Raw. (n.d.). Retrieved September 22, 2013, from http://www.goraw.com/

How to Use Coupons to Promote Your Business. (n.d.). How to Use Coupons to Promote Your Business. Retrieved Febru-ary 12, 2014, from http://www.businessknowhow.com/marketing/couponing.htm

The Importance of Facebook for Small Businesses. (n.d.). IMarketing Factory RSS2. Retrieved February 12, 2014, from http://www.imarketingfactory.com/facebook/

KINDSnacks Home Comments. (n.d.). Retrieved September 22, 2013, from http://www.kindsnacks.com/

O’Brien, K. (2011, November 25). Should We All Go Gluten Free? NYtimes.com. Retrieved September 22, 2013, from http://www.nytimes.com/2011/11/27/magazine/Should-We-All-Go-Gluten-Free.html?pagewanted=all&_r=0

Peattie, C. (2010, September 14). Hemp Seeds are Full of Health. NaturalNews. Retrieved September 22, 2013, from http://www.naturalnews.com/029729_hemp_seeds_health.html

Relationship Building as a Key to New Customers. (n.d.). OPEN Forum. Retrieved February 16, 2014, from https://www.openforum.com/articles/relationship-building-as-a-key-to-new-customers/

Wright, R. (2011, January 3). The Next Frontier for Nutrition Bars. Nutraceuticals World. Retrieved September 22, 2013, from http://www.nutraceuticalsworld.com/issues/2011-01/view_features/the-next-frontier-for-nutrition-bars/

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