Detour protein bar flavor custom illustrations.

Brand strategy & standards, packaging system

Detour Bar

Brief

Detour Bar established itself by introducing the first layered, Snickers-like, protein bar in the category. Building upon the pillars of amazing taste and whey protein, Detour quickly gained traction in top-tier club stores and grocery channels. To remain a market leader in an increasingly competitive category, Detour needed to launch new product lines, increase online sales, invigorate their social media presence, and position themselves for future growth.

Outcome

Gilmour Craves helped Detour conduct a thorough brand audit of all consumer touchpoints, guided brand discovery sessions with the leadership team, and developed the resulting brand identity, guidelines, and related expressions. Ongoing projects include a top-down redesign of logotype, product category packaging systems, website, social media campaigns, and tradeshows.

  • Brand strategy

  • Brand standards

  • Custom WordPress build

  • Ecommerce & fullfillment integrations

  • Video & photography art direction

  • Integrated marketing campaigns

  • Social & display campaigns

  • HubSpot integration

  • Packaging system design

Detour protein bar logo.
Typography
Detour protein bar brand typography, Gotham font family.
Color
Detour protein bar brand color palette.
Product Illustration
Detour protein bar custom illustration of Lean Muscle peanut butter crunch flavor.
Iconography
Detour protein bar brand iconography system.
Product photography
Detour protein bar brand product photography style, featuring Smart protein bar flavors of chocolate chip, apple cinnamon and banana nut.
Lifestyle photography
Detour protein bar brand lifestyle photography style, featuring female runner going up mountain trail.
Brand Guidelines

Detour protein bar brand guidelines cover page.
Detour protein bar brand guidelines social media post page.
Detour protein bar brand guidelines logo section page.
Detour protein bar brand guidelines logo clear space page.
Detour protein bar brand guidelines photography section page.
Detour protein bar brand guidelines photography visual characteristics page.
Detour protein bar brand guidelines product photography page.
Detour protein bar brand guidelines verbal standards section page.
Detour protein bar brand guidelines voice and tone page.
Detour protein bar brand guidelines product pillars page.
Detour protein bar brand guidelines bringing it al together page.
Detour protein bar brand guidelines website design page.
Gilmour Craves in conjunction with the leadership team successfully helped guide the discovery phase and development of the new Detour brand identity.”
Ian Davison, Vice President of Marketing, Detour Protein
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Gilmour Craves helped build our ecommerce platform from scratch and directly integrate with our fulfillment center, establishing that channel as the fastest growing of the entire company. Their efforts also bled into our Amazon business, where they helped develop high quality content.”
Kevin Weatherall, Director of Marketing and Sales, Detour Protein
Detour Smart protein bar packaging design system.
Detour Smart protein bar club store packaging design system.
Utilizing Hubspot, Gilmour Craves collaborated with our marketing team to bring our sales funnel to life with engaging monthly promotions, lead generating campaigns and our annual Cyber Monday promo that netted 10% of our annual volume in a matter of days.”
Ian Davison, Vice President of Marketing, Detour Protein
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