Clifbar Rebrand
Clif Bar approached me to lead a comprehensive rebrand, encompassing a refreshed logo, updated packaging design, and a strategic shift in their brand positioning. The goal was to connect more authentically with their core audience: the truly outdoorsy community, from the dirtbags living for their next climb to the crunchy adventurers hiking through rugged landscapes.
This rebrand focused on modernizing Clif Bar’s visual identity while doubling down on the raw, unpolished grit and authenticity that fuels this audience’s passion for the outdoors. It was about creating a brand that feels as at home in a dusty van or a windswept trailhead as it does on a grocery store shelf—all while staying true to Clif Bar’s commitment to quality, sustainability, and exploration.
To bring the rebrand to life, I embraced a raw, organic design approach that reflects the authenticity of the outdoors. Each package features hand-drawn assets, adding a personal, adventurous feel that resonates with Clif Bar’s core audience. I also simplified the design by assigning each flavor a single, bold color, ensuring clarity and recognition while allowing the rugged imagery to shine.
Sustainability was a key priority in the redesign. I utilized environmentally conscious inks to keep the packaging eco-friendly, reinforcing Clif Bar’s values and commitment to the planet.
The new positioning underscores Clif Bar’s dedication to serving ultra-crunchy outdoor enthusiasts and “ski bums” who demand fuel that can keep up with their rugged, passion-filled lifestyles:
"For ultra-crunchy outdoor enthusiasts and dedicated “ski bums,” Clif Bar is the energy bar that delivers rugged, adventure-ready fuel for cheap so they can push their limits in extreme conditions, on any trail, mountain, or slope. Its high-performance ingredients and adventure-tested formulas sustain energy, no matter where their passion for the outdoors takes them."
This approach resulted in a design and narrative that feels as raw and adventurous as the people it’s made for.
