RAW Rebrand Rollout

OVERVIEW

The RAW Nutrition rebrand began with an external agency developing the initial visual foundation, including the updated logo direction and a small set of starting SKUs. From there, my role was to help translate that foundation into a complete, scalable brand system that could work across RAW’s full product ecosystem.

Working from the initial agency direction, I expanded the system across nearly 100 labels and flavor variants, including protein, pre-workout, creatine, hydration, replenish, RTDs, endurance products, protein bars, and limited product lines. Beyond packaging, I helped maintain consistency across retail assets, POS materials, sell sheets, cards, collateral graphics, social templates, presentation decks, PR kits, vendor kits, and digital support materials.

THE CHALLENGE

The rebrand needed to move quickly across a large and active SKU system while new products were still being developed and launched. The initial agency work created a starting point, but many category systems, production rules, and brand applications still needed to be built, refined, or solved in real time.

The challenge was to bring consistency and structure to a fast-moving rollout with tight timelines, evolving feedback, multiple stakeholders, and limited formal brand guidelines. Each product category had different needs, from powder labels and shrink sleeves to protein bar films, boxes, variety packs, trays, and retail displays, so the system had to be flexible without becoming fragmented.

MY ROLE

• Expanded the initial agency-created direction into a scalable RAW Nutrition brand system
• Designed and redesigned nearly 100 labels and flavor variants across major product categories
• Developed category-specific systems for powders, RTDs, ready-to-eat products, protein bars, and limited product lines
• Selected and refined color systems, layout structures, and visual rules for ongoing SKU expansion
• Created and art directed packaging, renders, trays, retail assets, endcaps, sidekicks, pallet skirts, sell sheets, cards, social templates, presentation decks, and PR kit materials
• Provided art direction for supporting assets, including shippers, coolers, vendor kits, agency handoffs, and website development needs
• Directed image creation and photo retouching used across packaging and supporting materials
• Assigned production work to designers and guided flavor translations from core label systems
• Reviewed creative for quality control, compliance-conscious hierarchy, file preparation, and print readiness
• Coached designers through rebrand standards, production workflows, and packaging consistency

DESIGN APPROACH

The approach focused on turning a small set of initial rebrand assets into a system that could survive real-world production, constant SKU expansion, and fast launch timelines. I refined the visual language into repeatable rules for typography, color, hierarchy, flavor storytelling, product categories, and supporting assets.

Because RAW’s product ecosystem spans multiple formats, the system had to flex across powders, RTDs, bars, boxes, variety packs, retail displays, and athlete collaborations without losing brand recognition. I worked to create enough structure for consistency, while still allowing each product category and flavor variant to feel distinct and commercially useful.

A major part of the process was identifying what the agency system did not yet solve, then building those missing pieces into practical design applications. This included adapting the brand into production-ready label systems, category extensions, retail materials, vendor-facing kits, and internal templates that could support both current launches and future growth.

OUTCOME

In seven months, the RAW rebrand rollout expanded from a small agency-started foundation into a near-complete brand system across the majority of RAW’s active SKU ecosystem. The work supported almost 100 redesigned or newly designed labels, while also extending into retail, digital, collateral, social, PR, and sales materials.

The final system helped create consistency across RAW’s evolving brand presence while giving internal teams, designers, vendors, agencies, and developers a clearer visual structure to work from. The project became a large-scale example of brand translation, creative direction, production problem-solving, and packaging system development under tight timelines.