Chase Design Group Helps Quest Nutrition Grow

QUESTHEAD

First disrupting the protein bar category, in a few short years Quest Nutrition has expanded its food portfolio to include cookies, chips, powders and even pizza. The brand grew so quickly that a refreshed and consistent packaging system was needed to tie the entire portfolio together. They turned to Chase Design Group to help them achieve this goal.

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The Chase team started with the logo, using a bold, sans-serif font and making the custom “Q” slightly larger. Design exploration revealed that the original signature letter “E,” designed as three floating bars to signify energy and movement, was the most memorable component, so it was adapted to work with the other letters. The packaging needed to work harder to create the “craveable” taste consumers expected, so mouthwatering food photography became the main focus of the redesign. Notes Dave Carlino, Senior Art Director at Chase, “In some cases we led with flavor, and in some cases we led with form, but we stuck to a similar pack architecture across the portfolio.” This consistency resulted in an unmistakable “Quest” look for the family of products and allows for easy extension for future products.

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