DR DONATO

Dr. Donato is a peanut protein bar that had everything going for it except a look that matched. I rebranded it — wordmark, packaging, the lot — into something that holds its own in a snack aisle stacked with shouting wrappers and tired health-food clichés.

Walk the protein aisle and it all blurs: clinical whites, gym-bro blacks, the same three shades of “natural” beige. The category tells you it’s good for you and forgets to be wanted.

A peanut bar doesn’t need to apologise for being a treat.

So the brief I set myself was simple — make it feel like something you’d reach for because you like it, not because you should.

ONE BAR, ON A CROWDED SHELF

A wrapper has about a second to land. It competes flat-on against everything beside it, often face-out under hard retail lighting, frequently at arm’s length.

So the wordmark had to do the heavy lifting — legible from across the aisle, confident enough to feel like a brand and not a supplement.

Everything else gets out of the way so the name, and the peanut, land first.

A rebrand isn’t one bar. It’s the next ten flavours nobody’s launched yet.

So the system was built to stretch — a packaging structure that keeps Dr. Donato recognisable whether it’s peanut today or whatever comes next, without redrawing the whole thing every time.

Same brand. New flavour. No argument.

Dr. Donato is on shelves now, including across the Saudi market — a small bar doing the unglamorous, important job of being picked up.

Good packaging isn’t decoration. It’s the difference between getting reached for and getting walked past.