Tyson’s Mallet & Bone

Branding, Art Direction, Typography Design and Beef Jerky testing

In a case study pitch for Publicis Seattle we were asked to present how we’d approach marketing an upscale beef jerky brand. A fascinating potential to stand out in a crowded market. Ultimately the product of Mallet & Bone never went to market. But we continued our relationship with Ballpark Franks/Tyson. However, we developed packaging, POS and collateral in a fully integrated brand development.

The idea was simple. Jerky for adventurers on the go. Just Pick Up and go. Every package was in integrated entree into an ongoing digital sweepstakes. The winners were the ones ready to drop everything and join in. We targeted our audience as adventurers defined by the then burgeoning van life and Instagram outdoorsperson culture.

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