CLIENT

MIO BIO D.O.O.

BRAND

SUPERHERAW

TYPE

BRANDING, PACKAGING, VISUAL & VERBAL COMMUNICATION

The Superheraw project involved comprehensive brand development—from naming, conceptual and creative strategy, and verbal communication, to visual identity and the design of innovative packaging. Superheraw is a vegan energy bar made from dried fruits, nuts, seeds, and other natural ingredients of certified organic origin.

The product proudly carries an ecological certificate, but perhaps its greatest value lies in its handcrafted production process, which gives each bar a unique and authentic character.

The packaging concept emerged from extensive research into similar products worldwide. Most energy bars use standard duplex or triplex plastic wrappers, chosen for practicality and cost-efficiency. However, the creators of Superheraw felt that such packaging fell short of their ecological values and sought a more sustainable solution.

As a direct outcome of the brand strategy, the product name Superheraw was conceived as a playful fusion of two concepts: “superhero,” evoking notions of superhuman strength and energy, and “raw,” referencing the bar’s minimally processed, raw ingredients. This connotative wordplay not only reflects the product’s essence but also strongly influenced the visual direction of the packaging—drawing inspiration from comic book aesthetics to create a bold, energetic, and memorable identity.

Color Palette

Typography

To enhance the product’s visibility and support the brand’s eco-conscious positioning, Superheraw bars are packaged in small cardboard boxes—an intentional departure from the standard duplex or triplex plastic bags commonly used in this category. This packaging choice opened up new creative possibilities, such as highlighting the product’s texture and natural ingredients through strategically placed “windows” on the box. This innovation introduced a fresh approach within the energy bar niche, where packaging rarely allows the product itself to be visible from the outside.

The brand’s visual language, name, and identity draw inspiration from the dynamic world of comic book graphics. This stylistic choice highlights the “superheroic” nature of Superheraw—an energy bar designed to rescue users from sudden hunger or fatigue, instantly revitalizing them like a true superhero ready to take on everyday challenges. Every element of the visual communication was custom-designed to reflect this concept.

“Superhero” pictograms and icons clearly communicate the product’s key attributes: handmade, sugar-free, superfood, organic, gluten-free, and vegan. Even the promotional materials, such as flyers, are thoughtfully interactive—transforming into playful superhero masks, just like the packaging itself, creating a fun and memorable brand experience.

Each packaging color reflects the main ingredient inside — green for apple, purple for berries, and so on. These vibrant, bold colors support the comic-inspired, “superheroic” visual identity, adding a sense of energy, movement, and dynamism that is central to the brand’s strategy.

The successful branding and the catchy motto “Mighty Snack to the Rescue!” have significantly boosted Superheraw’s visibility and appeal. It resonates strongly with its core audience — athletes, people with allergies, gift buyers, and those committed to healthy eating and lifestyle choices — helping the brand stand out on the international market.

Red Dot 2017 / RegPak – Cropak 2017:

The high-quality design and creative execution of Superheraw have received international recognition. In 2017, a jury of 24 leading experts in communication design awarded Superheraw the prestigious Red Dot Communication Design Award, selecting it from over 8,000 entries from 80 countries.

Following this achievement, Superheraw was showcased in the exclusive “Design on Stage” exhibition and featured in the International Yearbook Communication Design 2017/2018, a global overview of the most innovative work in communication design. In addition to this honor, the project was also nominated for Best Packaging Solution at RegPak/Cropak 2017.