Design strategy new protein. In the inspiring Lab 44, a workplace for food creatives and lovers, Qindle Innovation & design and Proud design, facilitated an innovation session for Aquible. Aquible is a California based venture, that produces sustainable plant based proteins from water lentils. Turning this innovative product in unique better-for-you snacks targeting US millennials. During the creative session we translated consumer and category insights into a brand and design strategy.