When we think of packaging as a branding tool, ... You design a ritual of unpacking to make the product feel special. Packaging can be theater, it can create a story." Ritual?

A package redesign to give a well-known product a fresh face is no small feat—it's a delicate dance between honoring a brand’s heritage and embracing modern aesthetics.

But 18 months ago, the Chicago-based company gave its protein-bar packaging a radical overhaul, ... Rahal talks Inc. through logo shrinkage, packaging noise, and graphic-design enlightenment.