In 2024, NuTrail was already in pantries across the country — but if you asked someone if they had it, chances are even if they did they would say "no." There are a bunch of reasons as to why, but regardless: we needed to change that, and I returned to NuTrail to work directly with the founders on a new identity that would give the NuTrail brand as much heart-and-mind space as it took up in Costco-carts. The net results were a whole packaging and brand overhaul culminating in multiple additional retail locations, an expanded PROTEIN product line, and by mid-2025 a sale of the company to private equity.