How a redesign launched a granola bar into stardom
A story, quote and lesson about presentation and branding
Show, don’t tell
Imagine you’re in your kitchen, mixing up a snack for yourself. You know exactly what’s going into it because you’re the one making it: simple, whole ingredients. That was the mindset Peter Rahal had when he created the first RXBAR in 2013. The CrossFit craze was ramping up and Rahal and his childhood friend Jared Smith saw an opportunity.
But there was a problem. No one knew what made RXBAR different from the other protein bars on the market. RXBar’s original packaging was cluttered with graphics and generic phrases, blending into the sea of other protein bars on the shelf. The product was good—but it wasn’t speaking to people.
So Rahal and Smith went back to the drawing board. They stripped the packaging down to its bare essentials: a minimalist design with a bold list of ingredients—egg whites, almonds, dates—printed right on the front. No frills, no fluff. Just clarity.
The impact was immediate. The redesign didn’t just attract attention; it sparked trust. Sales skyrocketed. The clean, transparent messaging made consumers feel connected to the brand. They weren’t buying a bar; they were buying into an idea—one of simplicity, honesty, and quality. In 2017, this focus on “showing, not telling” paid off in a big way: Kellogg’s acquired RXBAR for $600 million.
“Don’t tell me the moon is shining; show me the glint of light on broken glass.”
Anton Chekhov, Russian playwright and writer.
The RXBAR story highlights an essential truth about communication: clarity and authenticity cut through the noise. Whether you’re running a business or building a personal brand, people don’t just want to be told what’s great about you—they want to feel it.
In today’s crowded world, it’s tempting to over-explain or over-sell. But often, the most impactful messages are the simplest ones. RXBar’s transformation is proof that showing people who you are—clearly and authentically—can be a game changer.
So now I ask you:
What are you telling people that you should be showing instead?
the simpler the better and most honest results