The relaunch of a 47 year old very successful brand in Mexico was no easy task, a brand that is centered in making people feel good through their natural products and amazing yogurt ice-cream. The design challenge began by constructing culture towards the brand spirit from the inside-out, making people feel part of the new journey about to begin. The bee had been their iconic symbol since the beginning and although it made perfect sense it had never connected them to their true Mexican roots. So the journey began strengthening our symbols by understanding the amazing Mexican bee (Melipona Beechei), Xunan-Cab called by the ancient Mayans. This sense of belonging is spread not only through understanding our past but also very importantly, through projecting innovation and a clear vision of the brand's future.