It’s a familiar story. An established brand enjoys years of steady success until an influx of new competitors shakes things up. To regain its footing, the brand embarks on a dramatic redesign.

What’s unusual about the version of this story told by ThinkThin (now Think!) is just how well it ends. The redesign, led by DDW, completely reversed a declining sales trend.

“There’s a revolution going on where upstart brands aren’t playing by traditional CPG rules. They’re using a lot of color, and they’re using very gutsy, big, and bold names. It’s getting harder for legacy brands to restage themselves and retain their relevance,” said Ross Patrick, executive creative director at DDW.