In redesigning Dr. Bronner’s Magic ALL-ONE chocolate bar, I was speaking to health-conscious individuals and vegans. I navigated the challenge of maintaining the brand's strong identity, known for a type-heavy design, while branching out to a new market of buyers. Testing the redesign potential, I created 3 levels of iteration: 10%, 25% and 50%. Learning to speak the language of a specific customer is vital to creating a design that feels like home.