#61 Clif bar

Country: United States

Industry: food and beverage

About: Clif Bar & Company is an American company that produces energy foods and drinks. The company's flagship product, CLIF Bar, was created by Gary Erickson and Lisa Thomas. A baker and former mountain guide, Erickson got the idea for his product in 1990 on a day-long, 175 mile bike ride, for which he packed a variety of energy bars. Two years later, after experimenting in his mother's kitchen, he settled on a recipe for what would become the CLIF Bar.

Values: sustainable sourcing; connect (with farmers through a traceable supply chain), organic (ingredients), restore (reduce environmental impacts, conserve natural resources and protect biodiversity) ethical (fair labor practices).

Words: simplicity, ethical, organic

Strategy: Sometimes a brand doesn’t need a rebranding. Nonetheless, I thought it would have been fun to play around with different shapes for Clif Bar company. I used simple circles and rectangles a to create a new font for the brand, with the red accent color on the “i”, a shape that could be used throughout the brand identity and layout.