The design thinking approach to a product plays a vital role in creating brand image. When a product is trusted by generations, its branding acts as a key driver to enhance its trust and relevance amid changing market dynamics and user preferences. This paper presents a case study of the chronological evolution of the visual design of packaged drink mix Rooh Afza by the brand Hamdard, responding to changing user needs while maintaining the traditional image and aligning with the climate, culture and ethnicity. The study is divided into three broad aspects: first, analysing the visual design of the product incorporating a traditional identity, focusing on the retention of healthy ingredients while changing the packaging shape, material and sizes as per market needs. The second marketing insight concerns the development of a hybrid product and variation in its advertising. Third, integration of empathy for human-centred approach, which aims to include a broad range of user groups, drawing on age-old techniques and contemporary market challenges and competitions. The research concludes by identifying the key tangible and intangible aspects of product’s value.