Designed to scale across flavors, formats,
and retail environments.
BATTLE BARS
Packaging as growth infrastructure
From shelf architecture to marketplace performance.
A scalable packaging system supporting BattleBars’ expansion across Amazon, Walmart, and retail channels.
Role: Creative Lead | Brand Architecture & Packaging System
Scope: Strategy, Identity System, Packaging Architecture, Retail Rollout
Designed for clarity, consistency, and scale across every brand touchpoint.
THE BUSINESS
CHALLENGE
The protein bar category is saturated.
Most brands compete on macros, loud claims and visual overload.
BattleBars needed a packaging system capable of scaling across multiple SKUs while improving shelf clarity and strong macro communication.
The system had to solve three core issues:
• Inconsistent SKU hierarchy
• Weak macro communication at shelf distance
• Limited scalability for future flavor expansion
The brand needed clarity.
Not noise.
DESIGNED FOR SHELF PERFORMANCE
Designed to be read instantly, scale across formats, and hold in competitive retail environments.
FROM LOCAL BRAND TO NATIONAL RETAIL
After the new packaging system was implemented, Battle Bars secured distribution on Amazon and Walmart, a significant milestone in the brand’s retail expansion.
The packaging system provided:
• Clear macro communication optimized for online thumbnails and in-store visibility
• Strong SKU blocking across marketplaces
• Scalable visual consistency required for national retail standards
Structured design enabled structured growth.
RETAIL-READY,
MARKET-PLACE OPTIMIZED
A scalable packaging system supporting expansion into Amazon.
Extending the system beyond packaging.
"Lucas truly understands our vision
and articulates it through the work."
Alex Witt
Co-Founder, BattleBars
SYSTEM
ARCHITECTURE
Instead of redesigning “a wrapper,” we built a system.
A packaging architecture rooted in:
• Strong typographic hierarchy
• Clear macro prioritization
• Color-coded SKU differentiation
• Structured layout grid for scalability
We redesigned the packaging architecture to prioritize protein callouts, improve flavor differentiation, and create a modular visual system ready for retail expansion.
Every decision was tied to one question:
How does this improve clarity and conversion in retail?
WORKING WITHIN CONSTRAINTS
Nutritional data, compliance, and limited surface area required strict prioritization.
The system ensures clarity without sacrificing brand presence.
SYSTEM
DOCUMENTATION
The packaging system was formalized into a structured brand framework, ensuring consistency across future SKUs and retail applications.
FROM SINGLE SKU TO SYSTEM
The architecture was designed to scale across:
• Multiple flavors
• Limited editions
• Future retail formats
• Secondary packaging and caddies
Instead of redesigning every time, the brand now operates within a defined visual framework.
That consistency builds recognition.
Recognition builds trust.
Trust drives repeat purchase.
RETAIL &
COMMERCIAL IMPACT
The new system delivers:
• Stronger shelf blocking
• Clear macro communication at 2–3 feet distance
• Improved visual consistency across the full range
• A framework ready for retail expansion
The new system supports SKU expansion and improved shelf readability, helping the brand scale across retail and ecommerce.
This wasn’t an aesthetic update.
It was structural optimization.
PACKAGING AS A SYSTEM, NOT A SURFACE
The system extended into:
• Retail displays
• Sales decks
• Digital mockups
• Product launch assets
Brand systems are not about logos.
They’re about operational clarity across touchpoints.
Built for clarity at 3 feet in-store & 300 pixels online.
OPERATIONAL
IMPACT
By shifting from isolated packaging executions to a unified brand system, Battle Bars reduced friction across design, production, and future SKU development.
The new architecture enabled:
• Faster rollout of new flavors
• Reduced structural redesign for each launch
• Clear internal guidelines for marketing and sales teams
• Streamlined asset creation across packaging, POS and digital
The result: a brand framework built for repetition, not reinvention.
GROWTH
ENABLEMENT
The packaging system was designed to:
• Support retail expansion conversations
• Increase at-shelf clarity in a competitive protein category
• Prepare the brand for multi-SKU and multi-format growth
By shifting from isolated packaging designs to a structured brand architecture, Battle Bars is now equipped for scalable retail growth.
The packaging system
became a growth
infrastructure, supporting
retail credibility, operational
efficiency, and long-term
brand scalability.
Built for consistency, speed, and scale across every brand touchpoint.
BATTLEBARS
