18 Rabbits Bunny Bar
CLIENT
18 Rabbits
LOCATION
San Francisco
SERVICES
Corporate Identity
Packaging
Materials & Collateral
Custom Typography
Illustration
PUBLICATIONS AND AWARDS
Boxed and Labelled Two!
Feature on The Dieline
CREDITS
Writing Darren Farrell
In 2010, 18 Rabbits decided to expand their already successful product line to include smaller bars aimed at a younger market.
Although created for kids, the smaller bar size was also developed for adults looking for a smaller, lower calorie snack. The branding and package design needed to be appealing to kids, but not alienate adult buyers. The success of the new line has been outstanding, with an overwhelming number of new stores picking up Bunny Bars each month.
We developed a set of whimsical characters based on individual bar flavors, each with their own amusing story brought to life by a children's book author. The bright color palettes and illustrations are balanced by a crisp white background allowing the bars to jump off an overly saturated market shelf. A balance of sophisticated and playful that appeals to a wide audience.
Much like the back of a baseball card, the box back features each Bunny’s story and amusing stats. Hand-drawn typography, photographs and arrows direct the buyer to the premium dried fruit and chia seeds in each bar.
As another lighthearted nod, the new 18R “bunny ears” monogram pays homage to the parent brand in a style befitting its offspring.