Powerbar is a brand that believes in setting goals and achieving them. It’s more than winning a medal. It’s the continued drive to perform, to be better everyday, and to keep going. It’s about the standards you set for yourself, whether it’s running a marathon or simply increasing your time on the treadmill.

In a growing sports nutrition category, Powerbar found itself limited to a much stricter definition of power — the one that only applies to high performing athletes. “With changing consumer needs and a host of new brands entering the space, we are seeing a much broader spectrum, from serious performance offerings to more mainstream, better for you products for the everyday consumer,” says Senior Strategy Director Colleen Tapp. Powerbar had an opportunity to reach beyond its niche, not by redefining power, but by expanding the definition of accomplishment.

Powerbar was not just the category leading energy bar but the first bar to establish the category itself. Yet even as the category was doing well and growing, Powerbar was outdated and declining.

Establishing brand architecture rooted firmly in consumer need states helped the Bridgemark team organize the portfolio and create a roadmap for the brand’s future, while maintaining its loyal consumer base on whose backs this brand was built.

It is no small feat. “Sometimes the biggest improvements are the obvious ones,” Creative Director Jeff Boulton adds. “A really big, yet simple win was landing on a consistent, portable word mark so that no matter where it plays, Powerbar is impactful and recognizable.”

Like Kyle Lowry shooting three-pointers until 1 am during the NBA playoffs, Powerbar revived its brand by going back to the basics. By understanding the consumer and the competitive landscape, Powerbar affirmed its ability to energize, fuel and satisfy a wider consumer base, because in this case, hunger applies to anyone with the drive to perform and succeed.