LINKS SNACKS INC.
JACK LINK’S WILD
IDENTITY, PACKAGING
THE SITUATION
With consumer focus on high protein snacks, the meat snacks category is going – and growing – strong. And the highest growth segment in the US within the category is the $1.8bn Meat Sticks market, a market with a younger and more diverse consumer base than ever before.
THE SOLUTION
The design solution needed to balance Wild’s connection to the Jack Link’s parent brand, but signal loud and clear that this Gen Z-targeted sub-brand has a younger, wilder attitude. At the same time, as a platform for the brand’s activation, packaging needed to have longevity beyond its of-the-moment creative campaigns.
THE EXECUTION
JL Wild’s fresh new look has a bold, forward motion to the graphics and letterforms, a fresher, younger color palette, and a distinctive brand pattern. The versatile system is built to expand – to one-of-a-kind flavor innovations co-branding like the Dr. Pepper Wild Meat Stick, and to different packaging and media formats with a custom brandmark designed to work seamlessly whether it’s stacked or horizontal.
THE RESULTS
The new JL Wild design system solves the ultimate challenge – grabbing attention and communicating what’s important to consumers, all on the most narrow of canvases.
IMAGES © TRINITY BRAND GROUP