‍PROJECT DETAILS

Reelie is a Colombian-rooted snack brand built on a simple belief: real people + real food = Reelie Good. Originally launched as Artisan Tropic, the company had grown to realize that its name and packaging no longer captured the full story of who they were. The challenge presented to the Frooishen team was to create a brand identity and packaging system that celebrated Reelie's commitment to regenerative farming & Colombian roots while reflecting the warmth, optimism, and family-oriented spirit at the heart of the business. The result is a distinctive brand world that feels authentic, playful, and uniquely Reelie.

Following a strategic brand foundation and naming process led by the Frooishen team, Izzy was set up to lead the creative direction and design of the rebrand from concept through execution. She developed the visual identity, packaging system, illustration style, and communication hierarchy across three core product lines and numerous SKU variations. Together, the Frooishen team brought the brand to life beyond the package through website design, brand world development, sales materials, social templates, retail assets, and other key touchpoints...creating a cohesive ecosystem that tells the Reelie story wherever the brand appears.

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