brand extension & packaging
VidaBar is a brand extension of the PuraVida jewelry company developed for people who like to give back to charities or help others. VidaBar is also targeted for existing fans of PuraVida, who tend to be young adults and adults with the “live free” and “pure life” mindsets; those who aspire to live laid-back lifestyles and enjoy life’s pleasures. VidaBar is my solution to a branding challenge that pulls from PuraVida’s story and mission with 100% of its proceeds going to the World Cocoa Foundation. The chocolate bar packaging and display box designs use PuraVida’s serif typeface and elements from the website, including the wave, dots, track pattern, and pink, gold, and blue accent colors.