Making the Brand

VICIA came to Mindslap at a crucial time in the development of their brand: ready to take what began as a small operation founded for their own edification to a national scale, while simultaneously growing their line of energy bars from one flavor to four.

With total faith in their product as being peerless in flavor and quality of ingredients, our goal was to elevate the presentation of their brand—including their website and product packaging—to a level appropriate for their new national stage, while retaining the home-grown, handcrafted, natural feel that their customers have come to identify with the brand.

all wrapped up

As a result of our closely collaborative process, our involvement with VICIA grew from a refresh of their web presence and promotional video to entail a total reimagining of their product packaging. With wider distribution and an expansion of their product line imminent, it was a logical time to update the look of the brand.

There is a “natural” quality that is intrinsic to the VICIA brand: this quality extends inward, to the natural ingredients that make up their energy bars, and outward, to the environments that the initial creation of the VICIA bar, as fuel for long hikes and marathon training sessions. Mindslap brought this natural feel through to the packaging by avoiding straight lines, as they tend not to occur in nature. A color palette that favored natural and organic colors was established, and the wrapper was adorned with the detail of selected ingredients in their natural state: more than a decorative touch, these help to signify the unprocessed, nutritionally rich product contained within.

website (responsive)

Refreshing their web presence was among the first initiatives that we discussed with our partners at VICIA. The company had outgrown their Shopify storefront, and were ready for a website that spoke to their growing success. A lengthy process that entailed research into VICIA’s demographic, competitors, their company pillars, personality and goals was undertaken, and the identity of the brand was defined and refined throughout a collaborative process that saw us in near-constant contact.

In the course of creating their website, we further defined the language (verbal and visual) that we could use to communicate their brand, and we leveraged this across web, print and video, ensuring that the values that VICIA represents were clearly established and consistent in the minds of their consumer base.

promo video

As a brand moving in a clearly forward direction, VICIA had a clearly defined pathway for growth that included a crowdfunding campaign, with the purpose to support the expansion of their range of flavors from one to four. Mindslap’s video production services were called upon to create an essential component of this campaign, the promotional video. It was time to take the (natural camera-friendly) people behind VICIA and put them at the forefront; to allow the audience a chance to engage with the company’s owners directly, an unobscured glimpse into their company culture, built around their inviting senses of humor and obvious passion for their product and the people that incorporate it into their lifestyle.

"The Act of Conquering"

VICIA is defined by the founder’s of the company as “the act of conquering.” This messaging, in tandem with the “#ConquerYourDay” motto, has been built into the VICIA brand, across their website, product packaging and their promotional materials. This a means of connecting VICIA with what they’ve found to be their core audience: driven people that demand a superior effort from themselves and a superior product when it comes to their choice of energy bar.

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