As demand for protein snacks grows, it\u2019s never been clearer: consumers are looking beyond the traditional choices when seeking this nutritional staple. Chips, waffles, pasta; It seems you can get a muscle-building boost in almost any grocery aisle these days.<\/p>\n
The folks at BUILT have watched this transformation unfold with understandable interest. Founded in 2018, the brand creates snacks for protein-conscious, on-the-go consumers, and for years, that meant creating traditional protein bars that are so popular with fitness enthusiasts. From its founding, though, the Utah-based brand has prioritized creating products people actually\u00a0wantedto eat, rather than just consume for nutrition\u2019s sake. That\u2019s one of the reasons they created BUILT Puff, a lighter, protein-rich snack\u00a0with a unique, marshmallow-y center.<\/p>\n The BUILT Puff was meant to complement the BUILT Bar, but it wasn\u2019t long before this delicious newcomer was the brand\u2019s number-one seller. It was clear that BUILT needed to redesign its packaging to better connect with its evolving target market. \u201cWe have consumers who have referred to our product as \u2018purse candy,\u2019 and so we had to have a package design that lived up to that promise,\u201d said Megan Crossland, chief commercial officer at BUILT.\u00a0<\/p>\n BUILT engaged Interact Brands, a multi-time winner of the Designalytics Effectiveness Awards, for this project. Part of the initial work revolved around finding where the brand fit in with the protein-bar category\u2014and where it might carve out its own niche. The teams conducted workshops where they mapped BUILT against current competitors as well as brands in other food categories. \u201cWe wanted to think differently and explore different ways to position the product,\u201d said Blake Mitchell, principal at Interact Brands. \u201cWe had a lot of fun with that process.\u201d<\/p>\n Ultimately, the brand decided to focus on flavor and indulgence, so increasing appetite appeal was paramount. \u201cThe deliciousness of the Puff was not really coming across clearly enough with the old design,\u201d said Hannah Chapman, creative director at Interact Brands. \u201cWe knew BUILT could compete very well as a better-for-you option, but felt that leaning into the candy-bar indulgence would help the brand stand out.\u201d\u00a0<\/p>\n BUILT needed to show how different the Puff was, though\u2014and in more ways than one. It started with taste imagery, which now dominates the packaging, with an interesting twist. The bar is clearly shown: pulled apart so consumers can see the marshmallow-y inside. Yet it\u2019s the flavor photography that jumps off the package. In the case of the coconut variety, for example, a cracked-open coconut spills over as a splash of chocolate curls around it. Chapman called this a \u201cdynamic explosion of flavor.\u201d\u00a0<\/p>\n That dynamism was part of the appeal, according to Crossland. \u201cThe Puff is just more fun as a product, \u201c she said. \u201cWe wanted to make sure we had energy and motion in the imagery. Sports nutrition brands are usually serious, so we wanted to make the design more accessible and fun.\u201d<\/p>\n Certain elements of the old design have been scrapped\u2014such as \u201cgluten-free\u201d and \u201cnatural flavors\u201d badges, as well as the \u201c100% real chocolate\u201d banner\u2014in order to make room for the bold flavor imagery. Nutritional claims have been moved from the center to the top, and a collagen reference has replaced the sugar call-out.\u00a0<\/p>\n Another key change? Color. Whereas the previous design featured a white background and a cloud motif (suggesting the puff\u2019s lightness), the new design went with a buoyant blue and a larger \u201cpuff\u201d alongside the name. According to Mitchell, there was a healthy debate about the primary color to be used, but the switch to blue seems to have won over many consumers. In Designalytics consumer testing, many mentioned the new color specifically, calling it \u201cmore inviting,\u201d \u201cmore vivid,\u201d and \u201ceye-catching.\u201d<\/p>\n While BUILT still sells its protein bars online\u2014and the new design system has been carried across the portfolio\u2014its primary product is now the BUILT Puff. To differentiate the two, the brand added a tagline on the side of the box: \u201cIt\u2019s not a bar, it\u2019s a puff.\u201d<\/em>\u00a0This was specifically designed to reset consumers\u2019 expectations. \u201cA lot of people avoid the protein bar category because of its connotations about being chalky or having a bad aftertaste,\u201d noted Crossland. \u201cMost people who are trying our brand today prefer the puff because it\u2019s unexpectedly delicious, so we wanted to reframe those expectations.\u201d\u00a0<\/p>\n It seems consumers are embracing BUILT\u2019s vibrant revamp. During the six months following the redesign, sales increased by a striking 200% compared to the same period during the prior year*. Designalytics consumer testing aligns with this result, as the majority of consumers preferred the new design, calling it more engaging, inviting, attractive, and appealing.\u00a0<\/p>\n The excellent reception and results have also made a difference in the product\u2019s distribution, according to the brand. At the time of the redesign, BUILT Puffs were sold in major chains like Walmart, Sam\u2019s Club, Costco, and Publix. After the redesign, the brand added Target, Kroger, Aldi\u2019s, BJ\u2019s, and others to its roster of retailers. \u201cWe\u2019ve made some impressive distribution gains in the last year, which is in part due to how great the packaging looks,\u201d said Crossland. It wasn\u2019t just that the Puff appeared in more stores, though\u2014it also sold better on a store-by-store basis. Sales per point of distribution jumped by an impressive 100%.<\/p>\n The design allowed the brand to evolve\u2014maintaining its spirit while accentuating its personality and tastiness. \u201cI think the new design allows the delicious flavor of the products to shine through,\u201d said Mitchell. \u201cAt Interact, we just wanted to help create packaging that showcased how great the product is. Once consumers try them, BUILT\u2019s products speak for themselves.\u201d<\/p>\n Crossland was overwhelmed by the response to the refresh. \u201cIt\u2019s been exciting to see so many people connecting with BUILT in a whole new way,\u201d she said. \u201cWe\u2019ve always known we had a great product, but this new look helped us show up on the shelf in a way that truly reflects who we are. Big thanks to the Interact team for their creativity, collaboration, and vision. 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