This project is the beginning of a rebrand for Jelly Belly, the makers of gourmet jelly beans. After researching Jelly Belly's history I learned that jelly beans were actually made popular by President Ronald Reagan during his time in office. Since then Jelly Belly has kept their brand identity the same so I wanted to bring new life to the brand and make it more relevant to today. As the generation of Ronald Reagan ages I wanted to focus on a new and younger audience. Here I've created a new logo, mascot, flavor guide, and packaging concept. The project could later extend to character animations and a larger packaging system