As Senior Art Director at FitJoy, I concepted and designed our 20g protein bars. The objective was to evoke ‘Fitness’ and ‘Joy’ with a clean, premium and joyful aesthetic. We sold in 1.5 million bars for our launch with 6 initial flavors, eventually expanding to a total of 12 flavors. Sold on our website, Amazon, GNC, Vitamin Shoppe, 7-Eleven, Dick’s Sporting Goods and more.