Swedish creative agency Snask was tasked with rebranding the organic healthy snack bar company known as GET RAW. The original brand design was “childish/candy-like,” an image that the company wanted to move away from.
GET RAW had already worked with other agencies but were dissatisfied with the results so far. Consequently, Snask took on the responsibility of pivoting the GET RAW brand towards a “mature, clean, and raw look” to attract people who lead modern/healthy lifestyles.
Their approach, according to Snask, was to “create a fresh and raw look that will represent the new brand direction and values.”
Let’s take a more detailed look at these striking designs as we dissect the creative process and discuss what makes this rebrand so successful.
“We knew from the beginning that hand-written was the direction,” says Snask.
This beautifully-gritty hand-written marker logo immediately expresses the feeling of bold rawness and real authenticity. It is important to realize that the simplicity of a logo concept like this one means every detail is pivotal in making or breaking the design.
The rawness of the bars needed to be represented in the brand. Snask knew that and, as a result, focused on keeping the rough textures and imperfections of the marker strokes.
The color palette for this rebranding project is an integral part of what makes the entire design work so well. While GET RAW already had an initial color palette for their bars, Snask tweaked them to be more vibrant and visually-attractive.
The old colors focused less on the healthy aspects of their bars: Black for licorice, brown for chocolate, etc. One might think this to be more logical, however, these colors don’t exactly draw people’s attention. Using inviting shades of pink, yellow, purple, and teal, Snask successfully rebranded the entire tone presented by GET RAW.
Most noteworthy is the decision to choose a primary health bar to focus on for stronger and more concise branding campaigns. “We decided to use pink as the main color,” Snask says, “because it’s pink, and we LOVE pink! Also the pink bar taste[s] extra amazing.”
Another fundamental element of this successful rebranding project is the addition of “doodles.” These branding elements drive home the natural rawness that GET RAW was looking for. Snask needed something to help bring more of the brand’s character to life in scenarios where the main logotype and accompanying typography didn’t do the trick.
“Thanks to the hand-written elements,” Snask states, “we could easily point to or cross out certain words in the copy.” This allowed them to be more playful with communication.
According to Snask, the doodles are a “natural extension” of the logotype. The doodles allow for slang and non-verbal expressions to be implemented in a way that traditional copywriting would not allow. The “freedom of the language in the communication of the brand” is Snask’s favorite part of this rebranding project.
The creative process is key in successfully rebranding a company or product. For this reason, Snask included GET RAW in the process as much as possible.
Snask was given complete freedom both visually and in terms of brand identity. However, they already knew what their playing field was due to GET RAW’s dissatisfaction with prior agencies.
They tried several different brushes, pens, pencils, and markers throughout the process in order to nail down the finer details. Hand-drawn and custom logotypes mean that options are limitless. “Limitless” can be a daunting task, but Snask stayed true to their vision.
“For presentation purposes, we used only around 12 different drafts,” claims Snask. Considering the open-ended nature of a complete rebranding project, 12 drafts sounds like a pretty tight design process! Although, apparently the process was impeded by a certain technical problem.
“The most fun part,” laments Snask, “was when our scanning machine was broken and we had to use one from the year 2000, so sometimes scanning of the sketches took a whole day.” Talk about rough!
Taking a company’s public image and completely changing it can seem overwhelming. For this reason, no rebranding project should be taken lightly. However, that doesn’t mean that you can’t have fun with it!
According to Snask, deciding upon a less formal and more fun form of visual communication “allowed us to be bold and straight forward and we love that.”
Altogether, this rebrand of GET RAW is successful because Snask trusted in their creative process. Moreover, they allowed for trials, errors, reviews, and revisions whenever needed.
As a result, Snask ironically refined the “raw” rebranding process from a childish candy company to a rough-yet-modern health-conscious company.
AGENCY BIO: SNASK is a Brand, Design and Film agency situated in the heart of Stockholm. Our work is frequently internationally referenced and results in brand platforms, graphic identities, short films, handmade photo installations, communication strategies, design manuals, stop motions, TV commercials and carefully crafted corporate love-stories. Hello and Snask off!
Check out the entire project on Behance!
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