Wyatt Turner
Copywriter, Friend Enthusiast

Misfits

Your Health Covered, in Chocolate

Misfits doesn’t fit with other protein bars. Whether you’re on the go, or on the couch, they deliver on a list of health benefits—and actually taste good. We created a brand system jam-packed with plant-powered, sustainable, chewable energy, for a snacc choc-full of flavor.

We defined a tone of voice for Misfits that brings the almost contradictory nature of the bars to the fore. They’re for health and leisure. For workouts and for pleasure. It’s not a chocolate bar. But it’s not not a chocolate bar. By speaking to the lifestyle choices of people who love Misfits, we’re able to differentiate it from others in the category, claiming stake in both the health and snack food spaces.
Created at koto.studio under Executive Creative Director Dave Ladd