Reenie’s is the project of food writer and pop-up chef, Mehreen Karim. Reenie’s comes to life in pop-ups across New York and Los Angeles.
MAY 2024
VISUAL IDENTITY, EVENT DESIGN, PACKAGING DESIGN
New York City is filled with brands and creators hoping to capture public attention with all they make, and the reason I have successfully been able to do so is thanks to Two Are. I'm incredibly proud to put my name on everything I do, thanks to the timeless designs and brand identity they've created for me.
Mehreen Karim
Chef, Founder of Reenie's
To commemorate each pop-up, we designed postcards that remix the core brand elements into fresh, one-night-only identities.
Reenie’s is the creative culinary brand of Mehreen Karim, a food writer whose work appears in Bon Appetit and Eater, and a standout from Gordon Ramsay’s Next Level Chef and Hell’s Kitchen. Her pop-ups in New York and LA consistently sell out and have earned features in the Michelin Guide. With a vibrant presence on Instagram as a popular content creator, Mehreen brings all these experiences together under Reenie’s, her dynamic and growing brand.
With multiple pop-up events on the horizon, Mehreen needed a cohesive identity for Reenie’s—one that authentically reflected her distinctive culinary perspective and personal story.
We developed an identity thoughtfully celebrating Mehreen’s Bangladeshi heritage and Southern American upbringing. Drawing inspiration from the lively patterns of traditional Georgia tablecloths, nostalgic Southern diner tiles, and vibrant Tant Sarees, we crafted a visual language rich in warmth and personality. Incorporating hand-painted textures, the design is approachable and charming, featuring handmade elements that reflect the care, creativity, and tactile authenticity central to Mehreen’s cooking.
Creative Direction/Design
Briana Garza
Caleb Van Dyke
Web Design/Development
Rais Ahmed
Illustration
Briana Garza
Client
Mehreen Karim
Photography
Kelsey Cherry
Isa Zapata
Video
Kai Medina
Kennard Medina
Tags
Visual Identity
Brand System Design
Web Design
Illustration
Pop-Ups & Activations
Printed Materials
Campaign Development