Tribe undergoes major redesign as it aims to reach £20m in revenue by 2027.

The business collaborated with Bristol-based strategic brand design studio, Outlaw, to scale and refresh the brand, support NPD and increase its relevance to a broader audience.

Tribe is a leading UK ‘Better-For-You’ snack bar brand, already listed in major retailers including Waitrose and Sainsbury’s but with a punchy goal of reaching £20m revenue by 2027.

To support that scale-up and win more listings the brand needed a refined and unified design that would cut through a busy category of competitors with similar reasons to believe.

With a highly unique backstory, Tribe began its journey as natural fuel for runners, inspired by a 1,000-mile community run across Europe to combat modern slavery. Now as it aimed to reach a broader audience of ‘everyday adventurers’ seeking on-the-go snacks, Outlaw knew they needed to harness Tribe’s adventurous DNA in our refreshed design would be key.

To visually express the brand’s ‘adventurous spirit’ through design, Outlaw launched a comprehensive strategy phase. Through competitor audits, consumer trend reviews and collaborative workshops with the Tribe team, Outlaw were able to identify key opportunities to amplify the brand and future-proof its growth.

Outlaw began by simplifying the mountain range – a brand asset Tribe have used since the start – enhancing its boldness and association with adventure and the outdoors. The branding agency also evolved and crafted the wordmark for greater personality, ownability and legibility across its various digital and physical touchpoints.

The introduction of an ownable brand blue cues the outdoors and drives consistency across Tribe’s world, while a new pack architecture makes different product types, benefits and flavours easy to see and navigate – a key project requirement as the brand expands into new flavours and innovative products like the ‘+Focus’ range with adaptogens.

Consumers love a bar with benefits but taste is always #1, so Outlaw collaborated with renowned food photographer Nancy Anne to capture delicious product photography and maximise the taste appeal of the bars inside.

Lastly, Outlaw defined new brand fonts, colours and iconography styling and captured these into brand guidelines to support the client with the wider rollout.

What started as a 1,000 mile run has become an 8-year journey for the brand, with a bold new design that aims to fuel the brand’s next stage of growth and achieve £20m in revenue by 2027. We’ve joined the Tribe. Have you?

Tribe Co-Founder, Tom Stancliffe said: “Working with Outlaw has been such a valuable experience. They understood our mission and vision, and knew exactly how a ‘big brand’ should look and behave. The new design captures our adventurous spirit with a clean confidence that will equip us to scale and stand out in a hugely competitive category. It’s a bold and exciting step forward, and we’re delighted to see the positive response from our customers already.”