As ‘And nothing else.’, in just the first 9 months of existence, the brand sold over 3 lakh bars, gathered a super-engaged following of over 80k brand-lovers and won multiple emerging-brand awards.

But the next natural step of growth for the young brand was to double down on their vision - to grow into a more informative, 100% transparent health food brand.

The Covid-19 pandemic brought the world to a halt in 2020. And so the project took shape entirely through online channels - from brand and naming workshops to design presentations and discussions

Inspiration for logo and visual language came from the previous ANE universe itself. In many cases, the brand marked out information and focused on drawing attention to tiny, partly hidden details on labels. The brand could be seen as a vigilante, going out and marking up half-truths and hidden information on food packaging.

The new logo was designed to reflect this ‘good kinda vandalism’.

We animated the transition from the old identity to the new as one of the key transition visuals for the rebrand.

We designed the visual language of the brand as an extension of the new logo making for a type led brand.

At the crux of the brand language are these ‘truth statements’. Like the example alongside it’s a statement that gets annotated to reveal the larger, whole truth.

This is a format that adapts to various points of the brand - from packaging to communication.

The design for the special edition bars broke the design system for the regular bars to bring focus to the key ingredient.

While the logo and the truth statement remain, the band is switched out for simple floating oranges to cue the flavouring.

Barry is the unofficial mascot is designed to be the voice of the brand, as the cool friend who knows their stuff.

In case you didn’t notice, he’s the protein bar, personified.

Through a range of situations and emotions, he captures the brand’s thoughts in a playful manner.

In a bid to challenge the slew of product that claimed to ‘instantly boost’ your immunity, it was important to state upfront that there’s a lot more that goes into building good immunity than just this product.

The system of having a ‘truth statement’ continued to this product range to capture this.

These Mini bars are the pocket-sized versions of the protein bar range, each made in a characteristic square shape.

The packaging reflects this square block-y nature. Naturally, this was opportunity to go all out with the square puns, true to the brand’s wit. Each pack has its own ‘square’ truth.

Barry also got a new counterpart - ‘Mini Barry’, designed for the secondary packaging and communication.

The previous brand had many secondary ventures, projects and properties with their own mini sub-branding. These too underwent a refresh to match the new visual language.

The visual language for social media posts underwent a refresh to align with the new brand. The new guidelines extended across a range of posts from serious, informative ones to the more playful, witty posts.

The creatives were designed to communicate the product features and introduce the brand in a direct manner.

The visual language for these extended into detailed, playful illustrations to support the crisp messaging.

The launch on Instagram was designed to gradually roll out the new identity over a week.

The pre-launch posts made way for the the primary changeover image of Barry holding the new logo up. Each post would swipe to the logo animation.

These were followed with introductory posts for new packaging and the new brand language.

Launch Ad

Made by Harkat Studios

Written by Shashank Mehta
Branding and Animation by Thought Over Design
Starring Shashank Mehta and Michaela Talwar
Directed by Karan Talwar
Shot by Kuhu Malla
Produced by Sheba Alexander and Namrata Sanghani of Harkat Studios
Edited by Tanvi Chitre
Post Produced by Tanya Z 
Makeup: Poonam Surve
Assistant Art: Aditi and Tanvi Chitre
Harkat rep: Sapan Taneja
Assistant Production: Dinesh Roundhal
Sound by Shanu
Equipment: Accord Equipments
Special thanks: Rachna Aggarwal

A RETROSPECT ON THE BRAND

A conversation with our founder Anushka, and our good friend & client Shashank, the founder of The Whole Truth - They talk about why building brands with purpose is critical and the process of rebranding ‘and nothing else’ to ‘The Whole Truth’.

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