Real AF
Nothing to hide. Everything to chew on.
Forget vague “superfoods” and nutrition fluff. Real AF tells you what’s inside—loud, proud, and right on the pack. Because when you’re made of real food, you don’t need marketing sugarcoating.
The brief was simple: create a brand that actually means what it says. No jargon. No marketing spin. Just real ingredients, made visible and irresistible. Our challenge? Make it bold enough to disrupt the health aisle… and honest enough to earn a loyal cult.
So we gave Real AF two personalities:
- A clean, clinical side for the skeptics.
- A fun, in-your-face side for the Gen-Z snack rebel.
Packaging Concept
We didn’t just design a wrapper. We built a label that talks back.
Version A: Minimalist white with a single fruit visual—evokes trust, simplicity, and everyday health.
Version B: A punchy pink-purple pattern—graphic, unapologetic, and made for Instagram.
Both layouts feature ingredient lists as headlines. Not buried. Not softened. Because real food deserves the front row.
Messaging Strategy
No fine print tricks. Just fine print truths.
Every bar lists ingredients in their raw count: “3 egg whites. 8 almonds. 1 date.”
The tagline? “A bar made of actual food. Imagine that.” — sarcasm included.
“Zero added sugar” isn’t just a health claim—it’s a battle cry.
We didn’t want to sound healthy. We wanted to sound human.
Our Approach
Strip the BS. Show the product. And build a brand voice so straightforward, it feels refreshing.
We designed Real AF to thrive in both health-conscious and rebellion-driven audiences—because honesty hits different when it’s backed by flavour and function.