Our work with 2jerkys started in 2009 with the development of the Appalachian Jerky logo and labels. Seeing as the creators were avid hikers and outdoorsmen, we felt it right to have the logo embody the nature they enjoy. The logo form loosely follows the shape of Mount Katahdin, a part of the Appalachian Mountain range that the co-owners had hiked before. Using typography, we developed a rustic feeling logo that is equal parts rugged and inspired by nature.
Once the logo was finalized, we transitioned into the labels. The client wanted to develop characters that would become the focal point of the brand. Starting with Dopey Doug’s Hickory Smoked and Raging Ron’s Hot flavors, we worked with one of our illustrators to adapt the owners personalities into an animated form. A third mascot, Daisy, was created for Daisy’s Sweet & Hot, diversifying both the product offerings as well as the characters.
After a very favorable opening with the first three flavors, plans were made to expand the product lineup. This provided a good place for us to further the characters’ personalities, and give them more screen time. Dopey Doug found his way to the Garlic Teriyaki label and Daisy went back in time to pair well with Appalachian’s paleo-friendly Primal Smoke offering. Lastly, Raging Ron got even angrier on the label of Appalachian’s Thermonuclear label, a very spicy offering with an annual limited release.
The 2jerkys guys continued to see steady growth in sales, and received a lot of positive feedback on their paleo offering. To capitalize on this, the guys began working with a new manufacturer on a recipe that used grass-fed beef, ingredients you could pronounce, and no preservatives. The result felt like too much of a deviation from the core Appalachian line and Naked Cow was born, a second brand specifically focused on the paleo & health conscious market. For Naked Cow’s logo we wanted to embody the idea behind the jerky and go as simple as possible with the design. What resulted was a silhouette of a cow combined with large knockout letterforms. The finished logo feels clean yet playful and is easily identifiable. We then carried over these same design elements into the packaging of the remaining flavors. After a market study and a few drafts, the label evolved to concentrate on what’s in the package. We used a combination of bold type and energetic earth tones to appeal to the target market and catch the consumer’s eye when on the shelves.
Once the new labels were complete, our next task was making sure the websites for both brands reflected the same visual appearance and design sense. We expanded the branding to the current Appalachian site that was already in use and created a new site for Naked Cow. Both sites were developed using the same underlying structure to allow users that were familiar with both brands a more comfortable shopping experience. Despite making them structurally similar, we were able to make them visually dynamic by ensuring the look of the sites catered to the individual brand standards.
From here it was obvious that the company that started as two “jerky” friends making what they loved evolved into a strong company with two unique jerky brands. To better tell their story, a third website was created specifically about the owners and their brands. We developed a 2jerkys logo to look like a cattle brand that was visually striking and allowed an interesting interaction between the letterforms.
We also helped them out with the Naked Cow Instagram Account (@naked_cow). For three months we developed, photographed, filmed, posted, and interacted with the great community that surrounds the Naked Cow brand. Here are a few of our favorite posts, including a great comparison post that emphasized their “No Udder Stuff” slogan.