TRIBE has become one of the fastest growing brands in the functional snacking category following redesign, with value sales growing 127%.
TRIBE’s range of ‘Better-For-You’ snack bars, powders and cereals had built a loyal community of customers, but the landscape had changed dramatically since the brand launched in 2013. TRIBE risked being lost in a sea of competitors, but a bold redesign by Outlaw in 2024 elevated the brand and unlocked new growth.
Defining the brand around ‘Natural Energy’, an entire new design system has driven stand-out, recognition and taste appeal. The redesigned packaging for the core range and a new product resonated with shoppers and instilled confidence in retailers, helping increase distribution 63% in six months. For every product sold, 1p is donated to the TRIBE Freedom Foundation and since the redesign TRIBE has been able to award over £90,000 in grants, helping to support survivors of human trafficking.
