Since 1915, Regina Cheeses has been a traditional player in a crowded market with little differentiation. In collaboration with @mindpartners consultancy, a value proposition and rebranding were developed to revitalize the brand's relevance. The rebranding aimed to reconnect with its iconic status over 108 years by fitting into today's context and audience expectations. The brand was humanized and made more appealing, using phrases like "Every day is pure pleasure." The redesigned "more modern and tasty" logo and strategic new packaging aim to increase brand awareness and appeal directly to its target audience.