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Challenge
Once a category pioneer, Balance Bar had lost visibility and emotional relevance. Years of limited marketing support under the previous ownership left the brand stagnant and disconnected from consumers. By 2010, competitors like Clif, PowerBar, and Zone Perfect had redefined the nutrition bar category through lifestyle-driven storytelling, while Balance Bar’s audience—urban professionals, moms, and active Gen-Y consumers—no longer understood what the brand stood for. The goal was to rebuild trust, reintroduce the brand’s purpose, and reconnect through a modern digital presence.
Once a category pioneer, Balance Bar had lost visibility and emotional relevance. Years of limited marketing support under the previous ownership left the brand stagnant and disconnected from consumers. By 2010, competitors like Clif, PowerBar, and Zone Perfect had redefined the nutrition bar category through lifestyle-driven storytelling, while Balance Bar’s audience—urban professionals, moms, and active Gen-Y consumers—no longer understood what the brand stood for. The goal was to rebuild trust, reintroduce the brand’s purpose, and reconnect through a modern digital presence.
Approach
As Digital Creative Director, I helped lead the creative vision for the brand’s relaunch—beginning with a complete redesign of the Balance Bar website to serve as the digital hub for the new positioning. Our strategy combined functional clarity with emotional relevance, grounding the experience in the brand’s four core traits: energy, balance, authenticity, and accessibility.
As Digital Creative Director, I helped lead the creative vision for the brand’s relaunch—beginning with a complete redesign of the Balance Bar website to serve as the digital hub for the new positioning. Our strategy combined functional clarity with emotional relevance, grounding the experience in the brand’s four core traits: energy, balance, authenticity, and accessibility.
The new site replaced a purely product-driven layout with a lifestyle-focused design that reflected real consumer behavior. Photography and tone centered on active, everyday moments rather than staged fitness imagery. Navigation and structure supported both quick product lookup and deeper brand storytelling—linking nutrition science to personal wellness.
Search strategy and SEO were built into the design from the start, targeting high-intent keywords such as nutrition bars, protein, healthy snacks, and balanced energy. The website became the foundation for social content, sampling events, and CRM programs designed to reintroduce Balance Bar’s message across digital, PR, and experiential channels.
Outcome
The relaunch re-established Balance Bar as a relevant player in the nutrition bar category. The new digital platform increased engagement and search visibility while serving as the backbone for social, email, and sampling programs. Both consumers and retail partners responded positively to the updated tone and design—seeing Balance Bar not as a legacy product, but as a brand aligned with modern, active lifestyles.
The relaunch re-established Balance Bar as a relevant player in the nutrition bar category. The new digital platform increased engagement and search visibility while serving as the backbone for social, email, and sampling programs. Both consumers and retail partners responded positively to the updated tone and design—seeing Balance Bar not as a legacy product, but as a brand aligned with modern, active lifestyles.
Event
Alternate Website Layout
Agency: Moosylvania
Role: Digital Creative Director
Role: Digital Creative Director
