Fine Gusto Jerky

Fine Gusto

2021

project
brief.

We were tasked with refreshing / redesigning their high quality, premium jerky product line. A key factor was to create a visual identity that clearly communicates that this is both a casual snack and a “first class” product.

It’s all about
the details.

creating
the beast.

In an attempt to design a premium feel we had to drift away from the traditional jerky packaging (which is usually rustic, rough and has a “power” and “roughness” associated with it).

First class dried meat

A healthy junk food is how jerky can be described. But it is also a sophisticated and bold protein source. Fine Gusto’s jerky and biltong are a top quality, premium product, made only from locally sourced ingredients from small farms, so the packaging has to reflect those factors.

Rustic elegance?

A protein packed dried, cured meat cuts doesn’t sound very posh but our client made it possible. So the packs combine modern typography, subtle colour scheme and light-reflecting lines to really stand out from the rest.