Jerky is a unique package of dried meat intended for a mature target audience. Mainly for men who want to have a snack at home after work in a calm, quiet atmosphere. The product is currently a leader in its niche in the Chechen Republic, and is now entering the market of Moscow and the Moscow region in stores that sell products in the above-average and premium segment (Vkusvill, Azbuka Vkusa, Perekrestok and others).

The goal was to develop a restrained, but at the same time attractive design that would reflect the refined taste of meat (the cleanest possible production, halal meat), and not greatly increase the cost of production so that the manufacturer could maintain a competitive advantage in price. Also, one of the customer’s wishes was such a packaging form factor that the product itself could be seen.

Concept: The metaphor of fine lines and the delicate taste of meat was taken as the main concept of packaging, so it turned out to be an illustration of a bull and lines that emphasize important information on the package. The bull and other visual elements can be used in the brand’s corporate identity and subsequent series of packages. The metaphor conveys the mood of luxury and premium.

Colour Scheme: The packaging was made in dark shades for visual appeal and taste. Also traditionally dark shades are associated with luxury and expensive quality products.

Form factor: Previously, the manufacturer used vacuum packaging and a branded sticker on top. Our studio chose a ziplock package, as this is the most suitable form for snacks — it is convenient to store such a package so that the product does not spoil, and also to take away. There is a transparent window on the packaging in order to get a closer look at the product and be sure of its quality.

Jerky is a premium, natural and delicious meat made for you so that even a snack is an important and delicious event.

Studio: Black&White Design Studio (BWDS)
Art Director: Veronika Potapova
Brand designer: Polina Shipilova