Duffy Partners Takes On Beef Jerky
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We’ve never actually purchased (or consumed) beef jerky, perhaps because until now, its packaging has always had a distinctly canine vibe that rendered even gourmet varieties virtually indistinguishable from say, Snausages. Enter Duffy & Partners, whose commitment to “delivering design to enrich everyday life” has proven effective for clients ranging from Coca-Cola to the Bahamas. The firm’s latest challenge: rebranding Jerky Snack Brands’ Pioneer beef jerky. The Duffy team rounded up the disparate designs of all the Pioneer products and transformed them into a single recognizable identity that would appeal to kids and jerky connoisseurs alike. The new primary identity, brand language, and packaging was inspired by “the power of the bull and the strength of a soaring eagle,” according to Duffy & Partners, while the word mark—PNR—is a fresh take on onomatopoeia (and here you thought onomatopoeia and beef jerky were mutually exclusive). Meanwhile, the fine print might just entice a whole new audience to rip into the ultra gas station impulse buy: a small box at the bottom of each package notes that the jerky is 97% fat free and high in protein. Click “continued…” for a closer look at the new brand identity and what it replaced.
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