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Bold Snacks, Rebranding

In a market often dominated by monotony and performance-driven messaging, we infused a bold dose of surrealism and flavor into Brazil's most beloved protein bar brand. The new hypnotic, vibrant, and iconic visual identity was inspired by the explosion of sensations that only a bite of Bold can deliver.

The new design is inspired by the layers, filling, and the explosion of flavors and sensations that only BOLD can offer.

Read more about this project

With proprietary design, curvilinear shapes, and a vibrant color palette, BOLD redefines indulgence, turning each bite into an unforgettable sensory and visual experience.

For Bold’s packaging, we used the "B" as the shape for the bite marks, creating a proprietary and appetizing visual language.

BOLD's visual identity goes beyond packaging, delivering a rich and memorable sensory experience, ensuring consistency and impact at every consumer touchpoint.

We created and produced a motion graphics film exploring the concept 'real protein, surreal flavor,' showcasing BOLD's new visual universe.

See our works

Film
Design
Communication

The tastiest way to be healthy

BOLD is a protein bar brand that gained relevance by challenging the category. It created a bar that strikes the perfect balance between health and functionality, without compromising on taste and indulgence. Over time, BOLD built a strong community by offering a wide variety of products and creating real consumer desire.

As the global protein bar market evolved, BOLD noticed an international shift—brands moving away from the traditional supplement and performance-driven language to connect more with indulgence. With the ambition of becoming an iconic brand in Brazil, BOLD also aims to democratize protein in the country, positioning itself as the go-to brand that seamlessly blends protein and flavor in one product.

Hardcuore was invited to lead BOLD’s complete rebranding, repositioning the brand within the indulgence territory. We were responsible for the new visual identity, verbal identity, and the redesign of its entire packaging lineup.

The biggest challenge of this project was refining the design of a brand that was already beloved by many. Our creative approach was built around the hypnotic taste of BOLD’s products. Through experimentation, we discovered that BOLD’s indulgence is deeply connected to the layers of its bars—the crunch, the filling, and the texture. That’s where the flavor comes from. We translated this sensory experience into a luscious brand design, incorporating smooth, curvy shapes. The packaging redesign introduced wave-like visual elements that represent the irresistible sensation BOLD delivers. The logo remains at the center of this energy, radiating layers of flavor.

We developed a proprietary design system, embracing lighter shapes and soft, inviting typography to better reflect the brand’s personality. BOLD is lighthearted, fun, and joyful—and these characteristics are embedded in its packaging, identity, and overall communication.

The brand’s custom typography features distinctive details. We selected a typeface with sharp precision and friendly curves, creating strong visual impact. Our color palette is fresh and vibrant, combining a wide range of bold hues that reinforce the brand’s sensory, playful, and pop-driven aesthetic. We also redefined the appetite appeal of BOLD’s packaging through illustration. The signature bite mark on the bar mirrors the negative space of the letter “B” in BOLD—becoming an iconic appetite appeal element for the brand.

In 2022, BOLD generated approximately R$80 million in revenue. The goal? To surpass R$500 million by 2027.

Credits

Agency
Creative Direction
HardCuore Team
Logo Design