The power of good design can be worth $600 million. . . The old design in 2014 yielded $2 Million in sales. The new design in 2017 yielded $160 Million in sales Why is it such a massive shift, and why did it make more money? 1. They moved away from the same generic organic/natural marketing that every other brand promises. 2. They let the ingredients speak for themselves 3. They simplified and made themselves look more bold. 4. Made all their labels consistent 5. They leaned into their pharmacutical name with a mirrored look 6. They were transparent and honest. These are all design decisions that made the look of the label and the positioning of the brand 80x more profitable in 3 years. So if you question the importance of good design, remember the impact it had on RX. Need help? Let me know. :)
This famous redesign led to a $600 million sale — but here’s the part everyone overlooks: It wasn’t just about putting ingredients on the front. It was about SHOWING the thing the brand used to be TELLING. Let’s back up… When RXBAR debuted, nobody took it seriously. It was an ugly brand in a crowded space. It wanted to differentiate itself as simple and natural, so it used a slogan: “AS PRESCRIBED BY NATURE.” Problem is, lines like that are meaningless. Lots of brands say they’re natural, so consumers don’t know who to trust. That's why the ingredient list worked. It SHOWED consumers how natural the product was — so they felt like they could decide themselves, without being told. This led to a sales explosion, and then a $600 million sale to Kellogg. It’s worth asking: What are YOU telling people, that you should be showing instead? If this post was helpful, please share it and follow Jason Feifer for more. 🍏 🥤 Are you an early-stage food or bev CPG founder? DM or contact me — I'm working on a project that could help you grow! jasonfeifer.com/contact
