Elevating an Ultra-Premium Ice Cream Brand to New Heights

Discover how a strategic rebranding elevated FX O'Reilly Microcreamery to the ultimate luxury indulgence, captivating consumers and driving remarkable growth.

About FX O’Reilly Microcreamery

FX O’Reilly Microcreamery produces hand-made, all-natural, ultra-premium ice cream featuring the finest ingredients sourced from around the world. With the goal of taking their brand to the next level, they sought to develop standout packaging and branding that would set them apart on the shelf.

Project Overview

FX O’Reilly Microcreamery engaged me to evolve their brand identity and design assets to position them as the ultimate choice in luxury ice cream. The project scope included developing a new logo, stationery, pint packaging for three signature flavors, and graphics for their delivery vans.


In a crowded market of super-premium competitors, FX O’Reilly needed to cut through the clutter on shelf and connect with discerning ice cream connoisseurs. The new branding and packaging had to convey their compelling brand story, high quality standards, and exclusive ingredients to capture the attention of their target consumers.


I brought the FX O’Reilly story to life through an elegant new brand identity anchored by an engraved illustration of the company’s founder. This iconic portrait became the centerpiece of their revamped packaging, which features a clean, contemporary design, bold pops of color coding each flavor, and prominent callouts of their premium global ingredients. I extended the new look across their stationery and delivery vans for a cohesive brand experience.

FX O'Reilly Logo featuring a black and white illustration of the man who founded the company, inside a circle with the words, "FX O'Reilly" in white text inside a black rectangle
FX O'Reilly Logo
FX O'Reilly Logo
FX O'Reilly Logo
FX O'Reilly Delivery Van
FX O'Reilly Ice Cream Packaging - Vietnamese Cinnamon
FX O'Reilly Ice Cream Packaging - Tahitian Vanilla Bean
FX O'Reilly Ice Cream Packaging - Belgium Chocolate

The Results

The rebranding established a strong premium identity for FX O’Reilly that elevated them above the competition. The eye-catching, story-driven packaging connected with consumers and fueled a 15% increase in sales, successfully launching the brand into the ultra-premium tier.




  • Art Director
  • Creative Director


  • Adobe Illustrator
  • Adobe InDesign
  • Adobe Photoshop