OVERVIEW

The Athlete Series from CLIF Bar is a set of products made specifically for athletes to consume while racing and training. K8C worked closely with CLIF Bar’s Art Director, Robert Burns and Digital Designer, Ashley Andrews, to design a distinctive brand identity that would perfectly embody the high energy and performance driven spirit of each product.

The two main products from the Athlete Series, BLOKS Energy Chews and SHOT Energy Gel were used as inspiration for the new identity. The result was an eye-catching grid pattern system using shapes of the products, BLOKS (cube) and SHOT (mini pouch) designed to appeal to the high performance athlete. Additional design elements that represent sweat and dirt with new iconography were created to give consumers a clear understanding of what each product in the Athlete Series delivers at a glance.