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THE SITUATION.
KEY DEVELOPMENT CHALLENGES.
Feastables, a chocolate and snack brand by the world-famous Youtuber Mr. Beast, set out to evolve their existing chocolate bar by improving how it performed physically, visually and in production.
While the product already existed, the internal structure of the bar presented an opportunity to better balance durability, user interaction and manufacturing efficiency.
We were brought in to explore and develop a revised chocolate bar form - one that maintained strict weight and dimensional constraints while improving the overall product experience.
Designing a chocolate bar may appear simple, but it involves a surprising number of constraints.
The product needed to:
01. Maintain exact weight and volume requirements.
02. Work within existing manufacturing processes.
03. Avoid breakage during transport and handling.
04. Clearly communicate brand identity through the product itself.
05. Provide a satisfying and intuitive snap/break experience.
Chocolate bars are typically segmented into repeatable units, but introducing a unique form while keeping structural integrity is challenging. Variations in geometry directly affect strength, usability and production feasibility.
The challenge was to create a bar that felt distinctive and ownable, without introducing unnecessary complexity or risk in manufacturing.
OUTCOMES.
The project resulted in a refined chocolate bar design ready for production.
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Developed through extensive concept exploration and refinement.
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Maintained strict weight and dimensional constraints.
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Improved structural rigidity to reduce breakage.
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Introduced clearer segmentation for better usability.
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Integrated branding directly into the product form.
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Simplified moulding considerations for production.
The final design delivers a product that is both visually distinctive and practical to manufacture at scale.
"Could not have been a better experience. They went above and beyond with an insanely tight timeline and difficult scope of work."
Operating Partner, Night Media, 2023
DESIGN DEVELOPMENT.
The final design was driven by subtle but critical decisions.
Key improvements included:
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Increased rigidity - adjustments to thickness and structure helped reduce accidental breakage during handling and transport.
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Defined snap lines - segmentation was refined to guide how the bar breaks, improving usability and consistency.
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Integrated branding - the brand identity was embedded directly into the chocolate form, reinforcing recognition beyond packaging.
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Optimised proportions - the bar maintains its perceived size while working within strict weight constraints.
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Manufacturing-aware geometry - the design was simplified to support reliable moulding and repeatability at scale.
The outcome is a form that feels simple - but is carefully resolved beneath the surface.
OUR APPROACH.
We approached the project through structured concept exploration, focusing on how form, segmentation and branding could work together.
Early development included:
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Exploring a wide range of form directions and segment layouts.
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Testing how geometry influences strength and break behaviour.
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Integrating branding directly into the product surface.
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Evaluating how each concept would perform in moulding and production.
Over 20 design directions were explored before converging on a solution that balanced visual identity with practical constraints.
The focus was not just on appearance, but on how the product behaves physically - ensuring the final direction worked across both user experience and production constraints.
Refining a high-volume consumer product for manufacture.
Designing a distinctive chocolate bar within real manufacturing constraints.
Client: Feastables | 2023
Our Role: Design Exploration & Manufacture Preparation
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