Detour Bar

Complete brand identity


Detour Bar established itself by introducing the first layered, Snickers-like, protein bar in the category. Building upon the pillars of amazing taste and whey protein, Detour quickly gained traction in top-tier club stores and grocery channels. To remain a market leader in an increasingly competitive category, Detour needed to launch new product lines, increase online sales, invigorate their social media presence, and position themselves for future growth.


Gilmour Craves helped Detour conduct a thorough brand audit of all consumer touchpoints, guided brand discovery sessions with the leadership team, and developed the resulting brand identity, guidelines, and related expressions. Ongoing projects include a top-down redesign of logotype, product category packaging systems, website, social media campaigns, and tradeshows.

  • Brand standards
  • Responsive e-commerce website
  • Video & photography direction
  • Integrated marketing campaigns
  • Social campaigns
  • HubSpot integration
  • Package design and standards



Product Illustration


Product photography

Lifestyle photography

Brand Guidelines

Their work included managing our promotional campaigns through Hubspot, where we would engage with our large email list frequently. This included Cyber Monday, where we were able to generate 10% of our Annual Volume in a short period of time. Gilmour Craves in conjunction with the Detour leadership team successfully helped guide the discovery phase and development of the new brand positioning and promise...”
Ian Davison
Gilmour Craves helped build our ecommerce platform from scratch and directly integrate with our fulfillment center, establishing that channel as the fastest growing of the entire company. Their efforts also informed our Amazon business, where they helped develop high quality content.”
Kevin Weatherall

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