Wild West – 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.
Identity and pack design for Cruga Biltong, part of the Meatsnacks Group. The aim with the brand refresh was to bring a sense of authenticy and provinence to the product, leaning on the rich visual cues of South Africa.
