After a long-standing partnership working with Meatsnacks Group – including the redesign of Wild West and Cruga – we’ve created the strategy, identity and packaging design for their newest jerky and biltong brand KRAVE.

Looking to attract new audiences, we discovered a gap in the Meatsnacks portfolio for a new brand that embodied the master brand values of authenticity with an exciting proposition to attract a health-conscious consumer and transform taste palettes.

Inspired by exploration and discovery, we created a dynamic and colourful representation of the ingredient
combinations to vividly burst across the pack. The health benefits are simply and clearly stated in a bold and white circle to aid and stand-out. To represent this exciting new world of flavour and taste, we created a new brand mark, an asterisk – to showcase and celebrate the different ingredient combinations.

The new design highlights KRAVE’s adventurous spirit and provides opportunity to conquer and disrupt the jerky and biltong category.

To find out more about our work for Meatsnacks Group click here.