Nearly every week we learn about a new plant-based protein brand hitting the market. As the category leader with a 40 year legacy, MorningStar Farms asked Design B&B to take on the challenge of a brand refresh to stay relevant in the quickly growing category. By establishing a strong brand foundation and identity, we then highlighted the brand’s personality and elevated what was working hardest through new photography, logo, and packaging. With over 30 products in the portfolio, we addressed navigation, versioning, and segmentation, while ensuring consumers could still find their favorite veggie burger through the freezer door. Awarded the Designalytics Effectiveness award for increasing retail sales 14% in the six months following the redesign.