RXBAR

Design Layered in Excellence

Brand Identity・Packaging Design ・Brand Adaptation・Design Implementation・Packaging Protoyping

The Challenge

Since 2013, RXBAR has built its reputation on radical simplicity. Clean ingredients, no BS, and packaging that puts what’s inside front and center. When the brand introduced RXBAR Layers, a new line of protein bars designed to deliver a richer, more indulgent experience, the packaging had to evolve without losing what made the original iconic. The challenge was extending the brand into new territory while keeping loyalists grounded and newcomers intrigued.

RXBAR Layers Chocolate Almond multipack box and single bar packaging design by Kaleidoscope

Our Approach

Kaleidoscope designed the RXBAR Layers packaging to stand out at shelf while staying true to the brand’s DNA. We retained the familiar equity consumers already trusted and slimmed the overall silhouette to signal something new. The result is a design extension that feels like RXBAR, but with a layer of indulgence built in.

RXBAR Layers Chocolate Almond and Peanut Butter Chocolate packaging design portfolio by Kaleidoscope

RXBAR Layers original and redesigned protein bar packaging comparison — growing brands with no BS by Kaleidoscope

RXBAR Layers Peanut Butter Chocolate protein bar lifestyle packaging design by Kaleidoscope

The Impact

RXBAR Layers launched in major retailers and online, earning its place as the go-to bar for consumers who want both guilt-free indulgence and high-protein nutrition. The packaging system bridges brand loyalty and new audience appeal without compromise.