Launched over January and February this year, Tony Ferguson is – following a repositioning exercise conducted by strategic multidisciplinary design agency Maud – an ‘educational lifestyle / dietary program that helps people re-engineer their approach to food and health’ rather than a providing a ‘quick-fix meal replacement’. As part of this repositioning, Maud developed a new identity and packaging solution with a pharmaceutical subtlety, that would re-establish Tony Ferguson as a trusted, expert authority and convey the ‘lifestyle’ nature of the brand.