Facing a fragmented portfolio, Meatsnacks Group – the leading producer and distributor of biltong and jerky in the UK – charged us with uniting its portfolio around a powerful vision to bring it in line with contemporary consumer need states whilst remaining true to its entrepreneurial core.
By mapping the products on a spectrum from authentic to adventurous, our architectural organisation gives the portfolio the flexibility to remain rooted in tradition whilst embracing exciting future propositions.
The identity and pack design for Wild West, the group’s flagship product and the UK’s original and leading jerky brand, were failing to bring the brand's Americanised spirit of discovery to life. Inspired by the idea of ‘Expanding Horizons,’ we took Wild West on a journey from ‘one-dimensional cowboy’ to ‘modern explorer’ with a confident new design that evokes both rugged wilderness and urban exploration.
At the more 'authentic' end of the spectrum, Cruga – the UK’s original biltong brand firmly rooted in South African legacy – was falling prey to a stereotypically African expression. Using colour and texture to evolve the brand's aesthetic from ‘African tribe’ to ‘African tactility’, our new positioning and design premiumises the brand with a crafted appeal to bring a true appreciation of meat more boldly to the fore.