Do you only work with food and drink brands?

Pretty much, yes. It's a deliberate focus, as working in one world means understanding it deeply, and that shows in the work.

What if I don't know exactly what I need yet?

That's fine, and quite common. The discovery process exists precisely for this. You don't need to arrive with a fully formed brief.

How do you work differently from a larger agency?

The person you speak to is the person doing the work. No account managers, no juniors, no inflated costs. Just senior thinking and direct access throughout.

How long does a typical project take?

It depends on the scope. Some projects move quickly, others need more breathing room. Timelines are always agreed upfront so there are no surprises.

Do you offer ongoing support or retainers?

Yes, and it's actively encouraged. The studio already understands your brand deeply, which means the work stays consistent and you're not starting from scratch with someone new.

Hit the ground running | Runner Bar

Branding & Packaging

Hit the ground running

Runner Bar

A running nutrition brand built from scratch - identity, packaging, and a brand world designed to go the distance.

Check them out

Branding

Packaging

Print & Advertising

Illustration

Three Runner Bar flavours - Espresso Charge, Berry Boost and Matcha Zen - laid flat on a teal background.

Two runners, tired of empty promises

Nubar and Anna had seen it all before - energy bars packed with artificial ingredients that promised performance and delivered a crash. As runners themselves, they knew what real fuel should feel like, and set out to build it. Runner Bar was born from that frustration: clean, functional ingredients, no shortcuts, made specifically for people who run.

Nubar and Anna had seen it all before - energy bars packed with artificial ingredients that promised performance and delivered a crash. As runners themselves, they knew what real fuel should feel like, and set out to build it. Runner Bar was born from that frustration: clean, functional ingredients, no shortcuts, made specifically for people who run.

Energy without the noise

The energy bar category has a look. Bright colours, brash typography, maximum noise. Runner Bar needed to stand apart from that - to feel considered and crafted without losing the energy and movement the product genuinely has. The real challenge was finding a visual language that could hold both at once, and a single mark that carried three ideas - electrolytes, the runner, the terrain - without feeling cluttered or trying too hard.

The energy bar category has a look. Bright colours, brash typography, maximum noise. Runner Bar needed to stand apart from that - to feel considered and crafted without losing the energy and movement the product genuinely has. The real challenge was finding a visual language that could hold both at once, and a single mark that carried three ideas - electrolytes, the runner, the terrain - without feeling cluttered or trying too hard.

Three ideas, one mark

The answer came through sketching. A lightning bolt and a running figure that simplified into each other naturally, with a mountain range arriving almost as a consequence of that geometry rather than being forced in. With movement handled by the mark, the wordmark could afford to be weighted and grounded - the two balancing each other rather than competing. A subtle droplet hidden in the A of BAR adds a quieter layer, a nod to hydration that rewards closer attention without announcing itself. From that mark, a brand. One that sits confidently apart from the noise of the category - considered enough to feel premium, alive enough to feel like it was made for the miles.

The answer came through sketching. A lightning bolt and a running figure that simplified into each other naturally, with a mountain range arriving almost as a consequence of that geometry rather than being forced in. With movement handled by the mark, the wordmark could afford to be weighted and grounded - the two balancing each other rather than competing. A subtle droplet hidden in the A of BAR adds a quieter layer, a nod to hydration that rewards closer attention without announcing itself. From that mark, a brand. One that sits confidently apart from the noise of the category - considered enough to feel premium, alive enough to feel like it was made for the miles.

Built to go the distance

Packaging

The wrapper system spans three flavours, each using flavour-led colour blocking with a consistent structure for legibility and shelf presence. Darker, considered tones kept the brand separate from the garishness of the wider category. A diagonal band introduced movement without noise - the same idea as the mark, translated into layout. Outer cartons were designed to work twice - intact for DTC shipping, perforated to tear down into a shelf-ready billboard display for retail.

The mailer box

This pushed the brand world further. Outside, clean and practical. Inside, a full illustrated mountain landscape where the Runner Bar logo hides in the geometry - the lighter peak forming the symbol, the sun becoming the dot - revealed only on second look. The base panel carries the line "Show up. Lace up. Fuel up." discovered when the bars are lifted out. A double-sided insert card completes the unboxing experience, with a founder story and a real photo of Nubar and Anna on the trails.

Badwater 135

The brand's first major public statement came with a full-page ad in the Badwater 135 race magazine - 135 miles through Death Valley, widely considered the world's toughest foot race. Headlined "Built for the long run" - the italic on "the" doing quiet double duty, a general truth and a nod to the race itself - it was a deliberate signal of where Runner Bar intends to go.

Complete brand identity and packaging system

Three ideas, one logo mark

Featured in Badwater 135 magazine

Runner Bar Berry Boost full-page magazine ad reading "Built For The Long Run" in an open running magazine.

Jon was professional, clear in his communication, and highly skilled in his craft. The final design gives our brand a strong foundation and allows us to present our product with confidence as we move toward launch. The final artwork exceeded our expectations.

Nubar & Anna

Open Runner Bar mailer box with an illustrated mountain trail runner scene printed inside the lid.

here's some other projects you might like.

Flat lay of customisable Divine chocolate bar sleeves in green, navy, rainbow and cocoa illustration designs.

Chocolate with your name on it

Full Turn golf nutrition bars in two flavours - Vanilla Honey Crunch and Peanut Butter Cacao - laid out in a repeating diagonal pattern.

Work

Services

About

Thoughts

Branding & Packaging

Branding & Packaging

Hit the ground running

Runner Bar

Check them out

Two runners, tired of empty promises

Energy without the noise

Three ideas, one mark

Built to go the distance

Packaging

The mailer box

Badwater 135

Complete brand identity and packaging system

Three ideas, one logo mark

Featured in Badwater 135 magazine

Jon was professional, clear in his communication, and highly skilled in his craft. The final design gives our brand a strong foundation and allows us to present our product with confidence as we move toward launch. The final artwork exceeded our expectations.

Jon was professional, clear in his communication, and highly skilled in his craft. The final design gives our brand a strong foundation and allows us to present our product with confidence as we move toward launch. The final artwork exceeded our expectations.

Nubar & Anna

here's some other projects you might like.

Chocolate with your name on it

Teeing up for success

Ready to bring goodness to the table?

hello@goodnessbydesign.com

Ready to bring goodness to the table?

hello@goodnessbydesign.com