NS Design was tasked to rebrand Made by Maxi, a nut butter company. With plans to expand the product line and to establish new markets, there was an opportunity to reintroduce the brand. Moving from “Maxi” to “Maxine” was the first step in communicating a more confident feel with the brand name. The team wanted to maintain the equity the brand has built over the years with its community. We came up with a distinct, easy-going illustration style to represent this relationship. The overall aesthetic is rounded out with a vibrant color palette and an emphasis on choice ingredients.