Quest Nutrition’s mission is to make the foods consumers crave work for them by making versions that are low in net carbs, high in complete protein and low in sugar. First disrupting the protein bar category, in a few short years Quest has expanded its food portfolio to include cookies, chips, powders and now even pizza. The brand grew so quickly that a refreshed and consistent packaging system was needed to tie the entire portfolio together. And as the protein bar category becomes increasingly cluttered with multiple brands on shelf, consumers need to be able to find Quest and understand the quality difference quickly. They turned to Chase Design Group to help them achieve this goal.
The Chase team started with the logo, using a bold, sans-serif font and making the custom “Q” slightly larger. Design exploration revealed that the original signature letter “E,” designed as 3 floating bars to signify energy and movement, was the most memorable component, so it was adapted to work with the other letters.