Redesigning an icon is a matter of honour and a complex, yet delicate task. For the first time in over 65years, the legacy brand announced a complete brand revamp. Protinex will now adorn a new avatar with a new logo, modern brand design architecture in a recyclable and contemporary packaging jar, which is in fact, a big step forward from an age-old tin pack. While re-sculpting the brand, we designed a unique architecture for easy shopper navigation across life and need stage nutrition on shelf. The new set of brand design assets made its way across all key touch points, thus making the all-new Protinex not only distinctive and differentiated to stay on top-of-mind, but also shoppable.