Archer Jerky Rebrand
Archer Jerky (previously known as Country Archer Jerky) is a popular, health-focused meat snack brand known for its gourmet, real-ingredient approach, using 100% grass-fed beef, all-natural turkey/pork, and bold flavors, free from nitrates, nitrites, and added MSG, making it a go-to for high-protein, low-junk snacks.
Service
Agency
Year
Branding,
Package Design
2024
Hatch
The Problem
The problem faced with the current identity is that although sales had been good, the return-customer rate was low. The consensus being that this was due to the brand not being recognizable and lacking personality, especially on shelf. Through research we also identified a large consumer base that was looking for tasty, better-for-you snacking options that we needed to speak more clearly to.
The Opportunity
The opportunity was to reach a wider audience by appealing to both health-hackers and gourmet-foodies alike, all while maintaining the same high-quality, mouth-watering meat snacks that they've been dishing up for the past decade. We needed to give this beloved brand a healthy dose of personality. But first thing's first... let's ditch the "Country" in "Country Archer". In doing so, we make a conscious effort to eliminate the dusty, old jerky connotations of yesteryear in order to modernize our name to create a fresh start.
By Updating and elevating the word mark to be more premium and energetic, we maintain some brand equity, while elevating brand perceptions. We also made a decision to introduce a new mascot, Blue Bull, who appears not only on pack, but in multi-channel marketing initiatives. Blue Bull invokes an attitude and personality thats both recognizable and fun.
We also decided to ditch the current, masculine black and white brand colors as well as the cluttered food photography for something more inviting and exciting. By pivoting to a lighter and brighter color palette, and simplifying the pack, we not only stand out on shelf, but speak to an audience that is looking for a better-for-you snacking option, without sacrificing flavor.
The Results
Early results showed strong sales growth (nearly double the previous year's rate), increased brand awareness, and expanded distribution, fueling launches like their first national campaign and LA Dodgers partnership to capture high-protein snack demand. The distinctive packaging (vibrant colors, clear flavors) made the brand more memorable and differentiated it from competitors. The rebrand positioned Archer as a category leader, helping it stand out in the competitive meat snack market.
