James Greenwell became an entrepreneur as well as an athlete when he founded Proto-col in 2003. The business launched with just one product, pure collagen capsules, and has become one of the fastest growing beauty companies worldwide. One highly successful route to market is through TV sales channels where James can tell his personal story of taking collagen after a running injury. But the brand and packaging needed to be stronger, without needing a back story to compete effectively. Our challenge was to develop branding that would test new retail sales channels without losing the existing audience. We created a sub-brand specifically designed for higher-end environments while at the same time giving the main range a smarter overhaul. From the launch, feedback has been excellent.