Mikel Arnao · Product Design Engineer
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p. 14Work 06 · Packaging & Brand · Sustainability

BIRA

Turning the surplus of the Basque cherry harvest into a natural energy bar for amateur cyclists.

My role
Packaging structure, dielines and 3D visualisation of the bar, wrapper and display box.
Year
2026
Client
Ereindajan cooperative
Context
Academic · for the Ereindajan cooperative
Team
Aimar Arauzo, Mikel Arnao, Jon Azpitarte, Ibai Esquivel, Manex Gonzalez
Tools
KeyShot, Adobe Illustrator, Adobe Photoshop
20–30 %of the cherry harvest is discarded before reaching the market
n = 90real survey, plus a synthetic AI sample of 300
EUIPOtrademark and Community design protection
BIRA, cover of the project dossier.
Fig. 01BIRA, cover of the project dossier.
§ 01

Context and brief

The Ereindajan cooperative needed an outlet for the summer surplus of Basque cherries. BIRA turns it into a functional bar of cherry, legumes, oats and nuts, aimed at amateur cycling.

§ 02

Research

Trends, a benchmark of energy bars, three interviews and a 90-person survey showed distrust of additives and ultra-processed food, a need for steady energy and interest in real fruit flavours. A positioning map placed BIRA between sports nutrition and real food.

User persona.
Fig. 02User persona.
§ 03

Concepts

Product, packaging and brand concepts were developed in parallel, following the DBZ methodology.

Brand and product concept.
Fig. 03Brand and product concept.
§ 04

Result

Brand, wrapper, display box and 5Ps, with the trademark and design protected through EUIPO. The work closed with a technical report, two A1 panels and a promotional video.

Wrapper.
Fig. 04Wrapper.
Display box.
Fig. 05Display box.
Box render.
Fig. 06Box render.
Product spread.
Fig. 07Product spread.
Panel.
Fig. 08Panel.
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