Dreamed up on a mountain bike ride in the 90’s CLIF Bar was the first of its kind. More palatable than the powdery protein bars of its era with ingredients the consumer could actually pronounce, CLIF Bar was in a league of its own. That is, until the outdoor industry boom took off and the healthier for you sports bars aisle in the grocery store became more packed that the freezer section on a hot summer day. During this time, CLIF lost its sense of identity. These new brands had such broad audiences, anywhere from a busy mom looking to up her protein intake to a triathlete training upwards of five hours a day. CLIF tried to cover it all, but as they say, when you’re designing for everyone, you’re really designing for no one.

And so, I introduce to you CLIF Bar Elite, a return to its roots, if you will. The rebrand includes better-for-you ingredients, less of the fluffy stuff, and is targeted towards the badass outdoor people this brand was built around. By narrowing the scope and product, CLIF Bar Elite is better able to provide what these people need: easy to eat carbs, drinkable fuel, and awesome outdoor events.

Redesigned packaging, flavours, and ingredients to keep up with the quickly growing high-performance fueling market.