CLIF:
Product Packaging Stories
Great packaging tells a story — and sometimes, it only gets a few lines to do it.
As lead writer at Clif Bar, I wrote back-of-pack stories for every new product launch and seasonal release across the brand portfolio. These short, purposeful narratives brought the brand’s voice to life — on shelves, in hands, and everywhere in between.
Below are a few of those stories, just as they appeared on packages in stores across the country.
When you only get a few lines, every word has to pull its weight.
Key Takeaways
✔ Wrote national and international packaging stories across Clif’s brand family
✔ Balanced storytelling with strategy, legal guardrails, and shelf appeal
✔ Collaborated cross-functionally with brand teams, designers, and founders to ensure every word felt true to the brand