Misfits has partnered with Interact Brands on a global packaging refresh, timed to the launch of Misfits Stuffed, the brand's newest range of high-protein bars. The redesigned packaging will begin appearing across physical and digital storefronts in the US and UK in October 2026.

The redesign marks the most significant visual shift in the brand's short history. Founded in the UK in 2020, Misfits has expanded into Europe and North America, securing a presence in more than 6,000 retail doors and selling over 40 million bars to date.

Kirsten Wintermute, vice-president of marketing at Misfits, framed the Stuffed launch as the catalyst. 'We saw the launch of Stuffed as an opportunity to evolve Misfits visually and really lean into what makes us different,' she said. 'The new design takes Misfits in a more indulgent, elevated direction while preserving the bold personality consumers know and love. It's the perfect visual expression of where the brand is headed.'

From flat graphics to 3D food photography

A comparison between the original packaging and the updated design highlights a clear transition towards dynamic product imagery across both individual wrappers and multipack cartons. Earlier packs relied on flatter graphics, repeated logo patterns on display lids, and standard text-based nutritional callouts.

The new identity introduces three-dimensional food photography instead. The imagery depicts dripping caramel, broken biscuits, and frosting swirls alongside detailed cross-sections of the bars.

Standardised text lines have given way to condensed typography for specific flavour names such as Cookie Dough, Caramel Fudge, and Cookie Butter. The Misfits Stuffed range adopts a dual-colour background split and a script logotype, paired with circular badge framing for key nutritional figures.

Working in close collaboration with the brand, Interact Brands developed a refreshed packaging architecture to establish visual distinction across individual flavour variants while maintaining a cohesive global identity. The system incorporates an expanded colour palette, expressive typography tailored to specific product lines, and updated interpretations of nostalgic candy packaging cues.

The update also allowed the identity to accommodate product developments beyond the brand's original plant-based scope.

'Unlocking its future'

Kris Haro, design director at Interact Brands, said the brand arrived with assets worth building on. 'Misfits came to us with strong, bold foundations and a distinctive voice that cut through the protein bar category, but it needed to evolve to meet the demands of new innovations extending beyond its initial plant-based lens,' he said.

'We saw an opportunity to refresh the brand for today while unlocking its future – building on its indulgence and candy-first energy to create a platform that could grow alongside future innovations. We amplified this spirit through an expanded, vibrant colour palette, expressive typographic systems inspired by each product, and bespoke modernisations of nostalgic candy cues. The result is a holistic system that Misfits can continue to lean into as its portfolio and brand expand.'

Retail momentum

The design update coincides with the business's continued retail growth. The Misfits Stuffed line debuts in select US Costco locations on 12 September 2026, followed by Wegmans, Fresh Thyme, and a UK retail launch in October 2026.

The rollout will test whether the new identity's indulgent, candy-first direction can carry the brand beyond its plant-based origins and into the mainstream confectionery aisle.