SYSTEMS
Building packaging that scales.
MOST BRANDS REDESIGN A WRAPPER.
WE BUILT A GROWTH INFRASTRUCTURE.
— CLIENT
BattleBars
— ROLE
Creative Lead
Brand Strategy,
Architecture & Packaging System
Most packaging projects start with aesthetics.
This one started with a business problem.
BattleBars had a product ready to compete nationally. Its packaging wasn’t.
So I built the system that could take the brand from six disconnected SKUs to a complete retail architecture.
THE PROBLEM
Not the wrapper.
The system.
Three structural failures prevented retail growth.
01 — No hierarchy
No visual hierarchy across the range.
02 — No shelf impact
Nutrition unreadable at shelf distance.
03 — No system
Every new flavor required a redesign.
The real problem wasn’t visual.
It was governance.
Every new flavor, retailer or POS reinvented the brand from zero: colors shifted, typography drifted, nothing compounded.
THE SYSTEM
Every element was assigned a specific role within the architecture.
Recognition became systemic rather than decorative.
Design follows systems.
Not trends.
Every decision answered one question:
Will this improve recognition, scalability or conversion?
Brand Language
↓
Packaging System
↓
Retail Rollout
↓
New Categories
"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
