After a long-standing partnership working with Meatsnacks Group – establishing a new creative and strategic vision and aligning its brand portfolio to attract new audiences – Pearlfisher London was tasked with creating the brand creation including the identity and packaging design for Meatsnacks pioneering new brand KRAVE.
Talking through the strategic approach, Kristoffer Parup, Senior Brand Strategist at Pearlfisher, said, “It was clear from our analysis there was a gap in the Meatsnacks portfolio for an adventurous new brand that embodied the master brand values of authenticity, but underlined the inventiveness of a new offer and its proposition to transform taste palettes – while also delivering on some of today’s key health drivers. KRAVE is now challenging and disrupting the biltong and jerky category, and is taking the industry in a new direction by pioneering and finding new ways to own new flavour innovations.”
Senior Designer, Harriet Beesley explained how the brand was brought to life in the design: “Inspired by exploration and discovery we created a dynamic and colourful representation of the ingredient combinations to vividly burst across the pack. The health benefits are simply and clearly stated in a bold and white circle to aid and stand-out. To represent this exciting new world of flavour and taste, we created a new brand mark, an asterisk – to showcase and celebrate the different ingredient combinations.”
KRAVE is targeting a contemporary, health-conscious and foodie consumer; enticing them to not just krave new taste sensations but make healthier choices by offering new ‘better for you’ products.
High in protein, gluten-free and quality assured, the new KRAVE range will launch with an initial three flavours – KRAVE Szechuan Pepper and Ginger Salt Beef Jerky, KRAVE Warm Chimichurri Beef Biltong and KRAVE Zesty Lemon & Dill Salmon Jerky.
James Newitt, Managing Director at Meatsnacks Group, said: “Pearlfisher has done an amazing job once again, bringing our vision to life to create a new challenger brand, with a bold and transformative look and feel, that is not just opening up a world of flavour and opportunity within our portfolio but for the whole category – and beyond.”