Tommy Winkler (The Food Guy, 10M subscribers on TikTok) is a food blogger, who tries different food on camera. You have probably seen him biting some food and silently nodding showing his attitude — that’s Tommy.

Tommy with his team reach out to me for packaging and visual identity for his own protein bars — TommyBar. It’s a healthy protein bar in two flavours: Peanut Butter and Cookie Dough. They wanted bubbly cartoonish lettering and a fun and friendly visual identity.

The most challenging in the task was the fact that protein bars are highly competitive products and you have to really stand out with quality and visuals to be successful. During my research of competitors I gathered all popular and successful brands of the US market and studied their marketing strategies and visuals to create truly unique visual identity.

At one of our meetings with Tommy’s team the idea of biting come up. The idea of biting is not something new, of course, but with TommyBar that fit perfectly. Tommy built whole his blogger career on biting. And I decided to have this element exaggerated and to build the visual identity based on this visual element: bitten logo, bitten poster and Instagram story, even the landing page.