The toughest logo ever created. Most energy bars claim to be the best, but there’s only one that is known to be the toughest. The brand Tuffee evolved from an idea of an energy bar that combined both toughness and toffee. I created an illustrated logo that embodied toughness by incorporating both a rhino and strong lettering. My intent was to aesthetically appeal to young athletes, which in high school alone, consists of over 7.5 million members. With little interest from the energy bar market, in targeting to this niche, Tuffee came about. The package also took on the desired look by using brown rough tones and the use of the Rockwell font.