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Luna Bar Graphic Design: Are The Changes Successful?

October 12, 2009
Photo by Zach Gale - New Design On Bottom

Photo by Zach Gale - New Design On Bottom

Competition among energy bar makers is fierce — consider how difficult it is for any one bar’s package to stand out from the rest and you might understand why Luna Bar’s recent graphic design change is significant.

Photo by Zach Gale - New Design On Bottom

Photo by Zach Gale - New Design On Bottom

Luna Bar is the Clif Bar-owned offshoot that specializes in protein-enriched energy bars with icing and are targeted at women. That last bit hasn’t prevented this author from regularly purchasing the bars, which, for the most part, retain the same recipes as before the packaging redesign.

It’s unclear why Luna Bar choose the name, but given the lunar theme, the redesign is a change for the better. Regardless of flavor, the bars now feature a background that’s more clearly moon related. With the bright yellow of the word “LUNA” contrasting against the soft, starry night colors of the background, the bar’s look “pops” more than it did before.

Don’t miss the crescent moon behind the “U” of “LUNA,” either. We don’t know about you, but we never noticed that part of the “A” is itself a crescent moon, a detail that has carried over from the old to the new packaging.

Certainly this isn’t a segment-shifting design, but any graphic design change might get shoppers to consider the bar, and in the energy bar aisle of most major markets, it’s not easy standing out.

Photo by Zach Gale - New Design On Bottom

Photo by Zach Gale - New Design On Bottom

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