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We recently sat down with Sarah Williams, Co-CEO of Beardwood&Co.<\/strong>, to discuss their collaboration with Pure Protein on a packaging redesign. The redesign won Beardwood&Co. a 2024 Designalytics Effectiveness Award.<\/p>\n In this interview, Williams explains what the award win means for her company, ways in which the protein bar space has changed over the years, how the redesigned package retains links to the previous design, and principles from the project she feels can be applied to other design efforts.<\/p>\n Williams noted Pure Protein\u2019s standing as one of the original protein brands.<\/p>\n \u201cThey\u2019ve had a loyal following since the 1990s, and even though they were one of the establishers of the protein category, it\u2019s been really interesting to see how the category has grown and proliferated,\u201d Williams said.<\/p>\n So when it came time for the brand redesign, questions included, \u201cHow do we pay homage and be really respectful of the brand as an originator in this category \u2026 but then how do we make sure we\u2019re also bringing people along in this refreshed look and feel?\u201d<\/p>\n You can check out the Video Interview here<\/a>.<\/p>\n<\/div>\n