PERFECT BAR
SIMPLY TRYING
PERFECT BAR WAS ON THE CUSP OF MAKING IT BIG.
Retailers were making space for the first refrigerated protein bar. New execs were joining the company. The company was quickly expanding beyond its mom and pop status.
But beyond a great-tasting bar, Perfect Bar couldn’t articulate what made it so special.
We needed to help define the brand’s North Star.
THE STRATEGY
There is a power in simply trying.
Instead of a traditional positioning process, we took Perfect Bar on a journey to articulate its soul. There was an inner light that was attracting like-minded believers - we just needed to give it language.
Perfect Bar’s origin story began with a crossroad. A family that could take the safe route or take a leap of faith in a moment of desperation. They chose the latter, pushing themselves beyond what they thought they could. Without any experience and very little capital, they created Perfect Bar.
And while people loved the whole food, all natural ingredients, there was something deeper drawing people in.
Perfect Bar’s followers - employees, fans, partners - saw themselves in the story. They too are ones who encounter obstacles, but never walls. People who like to test themselves and would be met with an inner strength. They believe in adventure instead of fear.
They believed in the power of simply trying.
The Soulsmithing process and outputs served as a compass for the company’s growth. From hiring to marketing, it gave Perfect Bar a foundational guide of what was uncompromisable and what would drive them to greatness.
With a firm grasp of their soul, Perfect Bar experienced double-digit YOY growth and was acquired by Mondelez two years after completing the Soulsmithing process.
Today the company is valued at over $300 million.