Rebel Oats is a clean-ingredient oatmeal brand with a simple premise: healthy food doesn't have to be boring. As the designer behind their brand identity and packaging, I built the full visual system from the ground up. That meant logo design, typography, color, packaging across multiple SKUs, apparel, and branded merchandise.

The creative challenge was translating a "rebellious simplicity" positioning into something that actually looked bold on shelf. Clean ingredients and straightforward branding could easily tip into bland, so every decision had to balance restraint with personality. The result was a brand identity that felt direct and confident without sacrificing warmth.

This project is a good example of how I approach brand work from the start: understanding what a brand is trying to say, then building a visual system that says it clearly across every touchpoint.