Built for the athlete in all of us
As part of an in-depth rebrand for Apex Fitness we made a careful study of the energy bar marketplace. We arrived at an obvious yet significant discovery : it’s nearly impossible to distinguish the function of each product. Some are for men, some are for women. Some are high protein, some are high carb.
We established the immediate goal of setting clear categories based on the benefit of these functional foods. We then developed a brand architecture that would identify the categories. Following our redesign and new merchandising plan, sales increased 400 percent in the first month.