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casey@frooishen.com
REELIE
When Artisan Tropic came to Frooishen, the problem wasn’t the product. Everyone who tried the chips loved them. The issue? The packaging wasn’t doing the snacks justice. Inside the packages were craveable, better-for-you plantain and cassava chips and crackers with deep Colombian roots and a genuinely good mission behind them. Outside the bag, the brand’s heart, values and personality were getting a little lost.
Year
2025
Scope
Strategy, Identity, Package Design , Photo Direction, BrandWorld
Timeline
1 year
Live project
Preview
Full services included: Brand Audit / Brand Strategy / Brand Platform / Naming / Visual Identity Design / Package Design / Art Direction / Photography / Tone of Voice / Copywriting / Website Design / Email Marketing / Brand Style Guide / Brand World / Brand Governance
We started by listening and getting to know each member of the team and their unique perspective. Together, we took an honest, introspective look at who they are, how they operate and what makes them special. Then we organized and prioritized all of that goodness into a clear communication hierarchy based on what their audience actually cares about. The strategy was simple (but not easy): Lead with great taste and premium ingredients, then support it with better-for-you claims, regenerative farming and processing in Colombia, and the fact that this brand is run by a tight-knit, multi-generational family of sisters, brothers, cousins, aunts and uncles who genuinely enjoy building something together.
Along the way, we collectively realized the name itself was holding the brand back just a bit. With so much to say, it needed more room to breathe. After working through our naming process, Reelie emerged—an optimistic, ownable name that could hold all of those ideas comfortably. The tagline, “Real People + Real Food = Reelie Good,” helped anchor the promise, while the playful spelling kept things friendly, modern and approachable.
Once the name was secured, our design team set to work creating an identity and packaging system that could finally show up on shelf with confidence. A bold logo with a subtle green leaf delivers strong brand blocking, while richer, more saturated colors (inspired by the original palette) add energy and appetite appeal. Small nods to heritage—like a farmer offering a bowl of cassava chips and a red Yipao, a traditional Colombian farming vehicle—add interest and honor where the brand comes from.
From there, we teamed up closely with Reelie to bring the brand to life everywhere else—designing the website, email and SMS campaigns, social content and consumer and trade materials to support the January 2026 launch. Reelie initially launched regionally in Costco stores across Texas, with the broader rollout into 6,000+ retail doors and DTC channels in Q1 of 2026. Early response has been energizing, with strong buzz and excitement right out of the gate.
We’re proud of the work—but even more proud to have partnered with a team that truly lives its values. We’ll be sharing sales and performance updates as they come in, and we’re excited to see where Reelie goes next.
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Sales Lift
Grew Retail Doors to X
Grew Social Following
Secured X Funding
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