Prop & Peller Pretzels

RETAIL & FOODSERVICE BRAND BUILD

Prop & Peller had a strong identity but needed it to work harder. I built it into a fuller brand system and the retail and foodservice materials to sell it, packaging, sales tools, and shopper-facing content. The work helped close accounts across retail and foodservice, from Sprouts and HEB to Buffalo Wild Wings, TopGolf, and World of Beer.

Brand System

The existing Prop & Peller identity, created by Terrain Collective and Fred Terral, gave me a strong starting point: bold orange, Bavarian cues, playful language, and a product with real appetite appeal.

I expanded that foundation into layouts, graphics, copy direction, product storytelling, and sales tools that made the brand feel more complete across foodservice and retail-facing channels.

Under Steve’s leadership and direction, he took the foundation of what we had created for the P&P brand identity to new heights that really delighted and impressed me.

Frederic Terral

Terrain Collective, Inc.

Consumer Packaging

Retail-ready CPG packaging built for fresh pretzel products.

Prop & Peller needed packaging that could carry the charm of a bakery product while giving buyers, retailers, and shoppers the clarity they expect from a packaged food brand.

The system brought stronger structure to the line through cleaner hierarchy, product photography, nutrition information, flavor cues, and a more consistent use of the existing identity.

Steve has an unparalleled passion for his work. He takes the time to understand the requirements from the sales team and from customers, presenting marketing solutions that help to drive profitability. His presentations are creative, spark imagination, and help to differentiate customers in a crowded marketplace.

Steve is very personable, responsive, and a strong team player. He adds tremendous value and works hard to create new opportunities for the team to win every day.

Janet Conning

Chief Marketing Officer at Bäckerhaus Veit Ltd.

Die lines for the prezel burger bun SKU.

labels & bands

Packaging labels, decals, and bands built to help Prop & Peller feel consistent across fresh, wholesale, retail, and foodservice formats.

The work extended the existing brand into a more complete retail system, giving each product format a clearer role while keeping the look playful, recognizable, and grounded in the product.

From clamshell labels to wraparound bands, each piece was designed to work in real-world selling environments, including bakery cases, retail shelves, sales samples, and buyer presentations.

Clamshell packaging for pretzel bites SKU.

Label wrap for P&P Bavarian mustard sauce SKU. .

digital & Print

I grew the brand across sell sheets, catalogs, product education tools, social content, web graphics, and customer-facing materials.

The goal was to make the pretzels feel craveable, easy to understand, and ready for operators to put on a menu.

I had the pleasure to have Steve on my Prop & Peller team, where he played a key role in developing our brand and actually living our brand promises on a daily base.

His dedication and his humor are both, remarkable and refreshing. We lovingly called him the “Office Dad” because regardless of the workload he had to deal with, Steve would always find time to help customers and our propellerheads alike, and he would always go the extra mile to keep the spirit up, even during tough times.

He finds the balance between being ultra professional and super fun to work with. I can only recommend Steve and I know he is the greatest asset for any company looking for A-Players and finding the right voice for their brand.

Claudia Maria Hillmeier

Founder & CEO – Prop & Peller Pretzels

Campaign graphics and web layouts extending the Prop & Peller brand into digital and print channels.

Sales and product education materials designed to explain formats, prep methods, serving ideas, and operator benefits.

Larger customers and bigger shows were supplied with an engaging brochure.

Insert and carton design as the brand and product line expanded and evolved.

Pitch deck example for natural foods prospect.

Example of a fun, unique cover for a pitch deck that won the business.

On brand invites for some of our most important shows.

multimedia

For Galaxy Theatres, I created video and digital content that pushed Prop & Peller into a more playful, snackable space.

The work leaned into big pretzel energy, Bavarian flavor, and the movie-night mindset, helping the product feel like a craveable theater snack instead of just another concession item.

Brochure sheet from a video interview with Top Golf’s Corporate Chef.

Team Gear & Brand Apparel

Branded apparel using the Prop & Peller identity for team wear, events, and customer-facing moments that helped create memorable brand experiences beyond the product itself.

Now Serving

A showcase of the restaurants, retailers, venues, and foodservice brands serving Prop & Peller products.

This piece was built to turn real account wins into visible brand momentum. By showing where the product was already being served and sold, the brand could build trust with buyers, support sales conversations, and show that Prop & Peller had moved well beyond a local bakery story.