When Amelia Kirchoff began her journey back to good health following a battle with cancer, she enlisted the help of Macrobiotic living and with the desire to share the power of whole foods with the world, she founded GoMacro.  The issue was GoMacro entered into a market place full of established brands and mass-market offerings.  Despite being a superior product, GoMacro lacked desire and was a difficult sell. In 2012 the decision was made to breathe life into the brand with a new name, identity, packaging design and supporting collateral. Consumer and retailer perception changed, resulting in distribution increasing exponentially and 1,400 additional retailers in the US. GoMacro is the fastest growing nutrition and wellness bar in the natural market and the largest natural and organic wholesale distributor in North America, with international distribution to Canada, Asia and the UK. What’s more, the number of staff employed has increased by 185% and the design investment was recouped in only 3 months.