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How does a national brand strike the right balance between brand recognition and its evolving product line?

When a national brand like David's Cookies adds to its impressive roster of products, any new visual identity must clearly be born from David's well-established branding. To maintain relevance with an evolving consumer base some level of design upgrade is vital. New product lines and line extensions developed by MWD for David's introduce design elements that resonate with today's modern consumer while preserving the strong 'David's Cookies' brand identity. 

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