Country Archer had a very special product, 100% grass-fed beef jerky. They make a premium, clean product with great ingredients consumers can feel good about eating. The company's mission-driven approach to meat raising and sourcing, and their efforts around carbon sequestration made us want to help them prepare the brand to the next phase of growth.
With these growth goals in mind, we refreshed the brand design, starting with their name's visual architecture. We chose a script for the brand new font to challenge the traditionally masculine-leaning category and helped them transition from an insensitive brand mascot to an icon system reminiscent of an archer. With the update of this core mark and the strategic development of core brand messaging, Country Archer was repositioned as a brand that "always aims for better". The A in archer resembles a bow and arrow aiming forward.