Situation
As the protein bar aisle became increasingly crowded, RXBAR pursued a packaging refresh to evolve its visual identity. The goal was to introduce a more minimalist design that could stand out on shelf while improving shopper conversion.
Prediction + Design Insight
Both the previous and updated designs were evaluated using predictions across KPIs linked to driving transactions. The analysis indicated that the redesign strengthens conversion signals, making the product more compelling in context. At the same time, it highlighted potential tradeoffs in shelf navigation, suggesting that while the new design drives stronger engagement and purchase motivation, some elements of findability and ease of identification may be impacted.
Business Impact
The results provided a clear takeaway – the simplicity of the new design elevates RxBar holistically, with acceptable risk given the ultimate reward.
