Reshaping the Energy Bar Category
Primal Power was a small startup with a revolutionary concept—to introduce a unique product with an unconventional ingredient list in an undefined market. While the vision was clear, the challenge was identifying an audience who would truly resonate with their innovation. They came to us to navigate how to get their brand to market.
Selling an Elite Superfood
Made with grass fed beef liver, Primal Power’s protein bars offer a deliciously satisfying snacking experience with a stack of vitamins, minerals, and micronutrients. High in protein, low in fat, and free of added sugars, fillers, seed oils, and artificial flavors or preservatives, Primal Power’s functional benefits fuel an active lifestyle. We positioned the brand as an elite superfood so we could attract a health-conscious audience who were extra considerate about their food choices.
Made with grass fed beef liver, Primal Power’s protein bars offer a deliciously satisfying snacking experience with a stack of vitamins, minerals, and micronutrients. High in protein, low in fat, and free of added sugars, fillers, seed oils, and artificial flavors or preservatives, Primal Power’s functional benefits fuel an active lifestyle. We positioned the brand as an elite superfood so we could attract a health-conscious audience who were extra considerate about their food choices.
Active is a State of Mind
Primal Power customers embrace an approach to fitness that goes beyond physical activity alone—it’s their way of life, and they thrive on exploring new paths and conquering challenges. Our liver-powered energy bar provides them with sustained, healthy energy to keep pushing forward, whether it’s a week-long hiking trip or a regular Tuesday afternoon. With Primal Power, they are ready for anything.
Primal Power customers embrace an approach to fitness that goes beyond physical activity alone—it’s their way of life, and they thrive on exploring new paths and conquering challenges. Our liver-powered energy bar provides them with sustained, healthy energy to keep pushing forward, whether it’s a week-long hiking trip or a regular Tuesday afternoon. With Primal Power, they are ready for anything.
Make Liver Appealing
The health benefits of grass-fed beef liver are undeniable, yet its perception is not always palatable. Consumers were used to seeing it in a savory pâté, not as the primary ingredient in a sweet protein bar. We shifted the focus away from flavor, prioritizing educating consumers about the extensive benefits of liver and its ancestral significance as a nutritional powerhouse. We knew this would resonate with our adventurous audience–a return to the foundational nutrition principles practiced by our ancestors.
The health benefits of grass-fed beef liver are undeniable, yet its perception is not always palatable. Consumers were used to seeing it in a savory pâté, not as the primary ingredient in a sweet protein bar. We shifted the focus away from flavor, prioritizing educating consumers about the extensive benefits of liver and its ancestral significance as a nutritional powerhouse. We knew this would resonate with our adventurous audience–a return to the foundational nutrition principles practiced by our ancestors.
A brand is more than its packaging; it can’t do all the heavy lifting on its own.
Through curated imagery, empowering copy, and eye-catching graphics, we built a world around Primal Power, inviting customers to embrace the active state of mind.
People don’t just buy products; they buy feelings. Recognizing the dedication of the Primal Power customer to their lifestyle, we developed brand components designed to deeply resonate with this group. These touchpoints empower them to champion the brand while performing at their best.
