When Come Ready Nutrition picked Smith Brothers to design the packaging for their new line of nutrition bars, we knew it would be a challenge. After all, no category has exploded more quickly over the past few years—and your average store is packed with a mind-boggling variety of them.
The good news? Come Ready was introducing a truly different (not to mention delicious) product. And the inspired name, “Clean” Nutrition Bars, actually delivered on the company’s promise of “simple ingredients for exceptional results.”
In a sea of competitors—and packaging typically screaming with callouts, bursts and every sort of claim—we set Clean bars apart by keeping it simple as well.
We started with a more natural palette of colors, one that really stood out in the category and helped identify multiple flavors. We even found a way to draw attention to attributes (including Non-GMO, Gluten Free and 15g Protein) that was less distracting—and infinitely more (excuse the pun) digestible. Finally, we came up with a see-through panel that not only hits home on appetite appeal, but also tells consumers that Clean bars have nothing to hide.
In short, we set out to create a unique design that would capture a shopper’s attention at shelf and be in keeping with the “Clean” name and what it stands for.
How’d we do?
Partner and Co-Creative Director
Bronson is a highly recognized creative director and art director who has created award winning print and broadcast campaigns for both local and national advertisers. He got his first taste of advertising at Della Femina McNamee/Pittsburgh where, as an assistant art director, he worked on Pittsburgh Brewing Company's Iron City and I.C. Light Beer campaigns, Stouffers Frozen foods and LaCroix beverages.
A few years later, Bronson departed Pittsburgh for Parsons School of design and a two-year stint as an art director at Young & Rubicam/Paris. There, he developed a taste for strong, black coffee and worked on campaigns for American Express, Kodak, Smirnoff and Virgin Megastores. After Paris, Bronson (no longer sporting a beret) joined Lindsey at Avrett Free & Ginsberg in New York City to work on campaigns for Meow Mix, Johnnie Walker Black Label, Crayola, Clairol, Mistic Beverages and George Dickel Whiskey.
Before co-founding Smith Brothers, Bronson served as vice president, chief creative officer at US Interactive (USI) where he supervised and produced corporate identities and ad campaigns for adidas, Columbia House, Comedy Central, The National Football League, Sprint Business, RCA, Unum Insurance, Deloitte & Touche and Martha Stewart.
Bronson holds a BFA degree from Ohio Wesleyan University.