Strategy: I was tasked with redesigning BFIT’s ready-to-drink protein shake packaging and creating a PR mailer box that could be sent to influencers, athletes, and media. Alongside the visual redesign, I needed to develop a brand strategy and launch concept that included campaign ideas such as hashtag challenges, social content, influencer collaborations, and brand partnerships (e.g., BFIT x Ninja Creami), as well as potential pop-up activations where people could sample the product and experience the brand in an immersive way. The goal was to keep the strong performance and nutritional story, but present it in a cleaner, more premium, and more memorable way.