Tribe
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Identity
Packaging
Brand World
Guidelines
We harnessed TRIBE’s adventurous spirit to prepare the brand for its biggest adventure yet – the journey towards £20m revenue by 2027. Carefully advancing every visual element without losing the brand’s soul or loyal following, the new look TRIBE is fuelled up and ready to move mountains on its mission to end modern slavery.
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Business Challenge:
TRIBE is a leading UK ‘Better-For-You’ snack bar brand, already listed in major retailers including Waitrose and Sainsbury’s but with a punchy goal of reaching £20m revenue by 2027. To support that scale-up and win more listings the brand needed a refined and unified design that would cut through a busy category of competitors with similar reasons to believe.
TRIBE began its journey as natural fuel for runners, inspired by a 1,000-mile community run across Europe to combat modern slavery. But now it aimed to reach a broader audience of 'everyday adventurers' seeking on-the-go snacks.
Creative Solution:
We knew harnessing TRIBE’s adventurous DNA in our refreshed design would be key, so we began with a comprehensive strategic stage of work that included competitor audits and consumer trend reviews. We shared our findings in an interactive working session with the client team, testing a few hypotheses and making sure we truly understood their ambitions for the brand.
We began by simplifying the mountain range - a brand asset TRIBE have used since the start - enhancing its boldness and association with adventure and the outdoors. We also evolved and crafted the wordmark for greater personality, ownability and legibility across touchpoints.
The introduction of an ownable brand blue cues the outdoors and drives consistency across TRIBE’s world, while a new pack architecture makes different product types, benefits and flavours easy to see and navigate - a key need as the brand expands into new flavours and innovative products like the ‘+Focus’ range with adaptogens.
Consumers love a bar with benefits but taste is always #1, so we collaborated with renowned food photographer Nancy Anne to capture delicious product photography and maximise the taste appeal of the bars inside. Finally we defined new brand fonts, colours and iconography styling and captured these into a guideline to support the client with the wider rollout.
What started as a 1,000 mile run has become an 8-year journey for the brand, with a bold new design that will help fuel the next stage of growth. We’ve joined the TRIBE. Have you?
“Working with Outlaw has been such a valuable experience. They understood our mission and vision and captured our adventurous spirit with a clean confidence that stands out in a hugely competitive category.”
Co-Founder
