The Pure Bar founder and owner was a dedicated mother searching for better snack options for her health conscious family. Finding few options except highly processed, and empty calorie junk food snacks, Veronica Vroom began experimenting with her own recipes for all organic and highly nutritious snack bars. The Pure Bar became a fast local hit in her Michigan home town and then a fast national hit with national distribution. She and The Pure Bar brand team reached out to the Replace design team to expand the core Pure Bar product offerings into new and highly competitive categories. The team wanted to explore brand options in to the markets of ancient grain snacks and organic fruit strips. Replace designed options that both stood out from the core Pure Bar offerings but still very much echoed the family of Pure Bar Experiences.