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New Logo and Packaging for Jack's Links by Davis



Noted Jun. 29, 2015 by Armin

Industry / Consumer products Tags /


(Est. 1986) “Headquartered in Minong, Wis., Jack Link’s is the leader in the meat snack category and fastest-growing meat snack manufacturer worldwide. The Jack Link’s brand represents a heritage of quality and consumer trust. Well known for its iconic Messin’ With Sasquatch advertising campaign, Jack Link’s offers more than 100 premium meat snack products at retail outlets in more than 40 countries.”

Design by

Davis (Mississauga, ON, Canada)

Related links

Jack Link's press release
Davis project page
"Meatzilla" stunt

Relevant quote
Jack Link's new logo was designed to better represent the brand's Feed Your Wild Side positioning and overall appeal. The change also includes a shift from meat snacks to protein snacks, creating a broader, more dynamic innovation pipeline for Jack Link's.

Jack Link's new package design was developed to appeal to today's snacker, while also representing the brand's heritage of high-quality, innovative products. The new layout of the jerky packaging helps consumers easily identify different proteins, flavors and key nutritional facts 12 percent faster and has increased purchase intent by 11 percent over the previous design.

Jack Link's press release

Images (opinion after)
New Logo and Packaging for Jack's Links by Davis
Packaging, before and after.
New Logo and Packaging for Jack's Links by Davis
A few of the flavors.
New Logo and Packaging for Jack's Links by Davis
Hero shot.
New Logo and Packaging for Jack's Links by Davis
“Meatzilla” bag, deployed in New York’s Meatpacking district on June 12, National Jerky Day.
Slightly disturbing “Hangry” ad campaign.

Regardless of your opinion on jerky, the new look for Jack Link's is quite an improvement that makes the meat snack look meatier and more badass. The old logo was very austere and rudimentary, while the new one looks like it belongs on the grill of an 18-wheeler truck. I don't think it's a great logo but it fits the product, it fits the audience, and it's a major evolution from the old. I could do with about two or three less strokes in the type and holding shape. The packaging is also a strong improvement, going from something you would only expect to find at remote gas stations to something you would find at airport stores. Plus, it's meat snacks, you can't hate on meat snacks.

Thanks to Dan Dismounts for the tip.

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