Tahoe Trail Bar
From the original recipe created and served locally in the Hot Gossip Lake Tahoe coffee shop in 1995, Tahoe Trail Bar had developed a reputation for high quality ingredients, fantastic taste and for being a perfect snack with the nutritional density to sustain one’s energy for all sorts of outdoor activities from hiking to mountain climbing to skiing. When Wes King, the current Owner & CEO, bought the recipe for the single flavor and rights to make the product in 2010, he realized it was time to grow the company and get Tahoe Trail Bar introduced to a wider audience who could now appreciate it due to the incredible growth of the nutrition, health & wellness bar category. While it’s true with many sectors, the bar category has grown incredibly more crowded and saturated, making it very difficult for new brands to stand out, differentiate and compete effectively, especially with just one single flavor SKU.
After an extensive strategic visual audit of the bar category, we determined that the existing muted green color of the brand should be brightened to a rich, saturate green, allowing it to stand out in the crowded category, creating a billboard effect to really showcase the brand. He also chose to adapt the identifiable (but overly large) image of the hiker from the previous version of the single package, but made the hiker figure smaller and more in harmony within the context of the new mountainous background setting.
“Our expectations are to massively increase sales, increase shelf visibility, and encourage better placements by having a world class packaging design,” says Wes. “We are already seeing greater acceptance from retailers in not only carrying the original product, but also taking the two additional flavors. So, we are going from a single face to having a three SKU presence on their shelves…which is huge! Even more important for the future growth of the company and sales success, they are now seeing Tahoe Trail Bar as a brand and not just a random, one-off product regardless of how good it was.…and that is the key because they will do all kinds of things, put all kinds of co-promotion, advertising and marketing support behind what they feel is a brand that they feel can grow and contribute to their success in return.”
“Perspective: Branding brought years of experience, fantastic design sense, and a hands-on collaborative process to the table; ultimately, they brought forth my brand and gave it a head start on achieving its true potential. I could not be more enthusiastic and appreciative for the results and impact in the marketplace that this rebranding/packaging redesign had created,” says Wes with a big smile on his face.