Redesign of plant-based snack brand Tribe targets 'everyday adventurers'

One of the UK’s leading healthy snack brands, Tribe was initially positioned as natural fuel for runners but is now focused on a more general audience of Brits who snack on-the-go. The company turned to strategic brand and packaging design agency Outlaw, which sought to express Tribe’s ‘adventurous spirit’ through the updated identity. This included simplifying the mountain range on-pack illustration, making the wordmark more legible and introducing a bolder, ownable blue colour.