Journal Entry #8: Clif Bar Re-design by Eric Ellis

I was poking around and found this amazing redesign for a CLIF bar done by Eric Ellis out of Chicago. The reason why I chose it is because it is so different from what the original concept was. This is what the original logo looked like (left) with the redesign on the right.



I feel as though this re-design was so important because outdoor companies rarely understand the odea of keeping up with the times as far as logo's or over all feel is concerned. The brand identity of CLIF leaves much to be desired, even if their product is consistently great. So, with Ellis' help, these were the new ideas for the re-design...







My favorite is the "Well Traveled" one with all of the stamps and such on the wrapper. I know that it's busy and such but it looks so much different than anything that is currently out there. It's wonderful. and it's inexclusive. It doesnt make me feel like I HAVE to be outside to be munching on a Clif bar. It says "look at me...im cooler than the other jocky nutrition bars out there." It laughs at itself a little bit, and I can appreciate that.