From shelf architecture to marketplace performance.
A scalable packaging system that supported expansion into Amazon and Walmart.
Role: Creative Lead | Brand Architecture & Packaging System
Scope: Strategy, Identity System, Packaging Architecture, Retail Rollout
Explore how structure drives growth below.
Designed to scale across flavors, formats
& retail environments.
THE BUSINESS
CHALLENGE
Most brands compete on macros, loud claims and visual overload.
BattleBars needed a packaging system capable of scaling across multiple SKUs while maintaining shelf clarity and strong macro communication.
Battle Bars faced three core issues:
• Inconsistent SKU hierarchy
• Weak macro communication at shelf distance
• Limited scalability for future flavor expansion
The brand needed clarity.
Not noise.
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.
A scalable packaging system supporting expansion into Amazon.
Extending the system beyond packaging.
“Lucas quickly understood our vision and translated it into design that truly elevated the brand.”
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?
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.
BEYOND PACKAGING
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.
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.
