Tyson's innovation lab set out to solve a deceptively simple problem: build a refrigerated, portable, high-protein snack that actually tastes good. Through ethnographic research, we zeroed in on active, high-energy consumers who had outgrown the protein bar — people who wanted real food, not a compromise.

We launched on Indiegogo as a test-and-learn, developing the full brand identity from the ground up. The visual language — color, typography, packaging — drew directly from the product's real ingredients, designed to feel optimistic and energetic without sacrificing authenticity. The goal was a brand that matched the ambition of the food itself.