How one small sketch turned into a beef stick brand that leaps out from the crowd.
PROJECT SCOPE
Packaging Design, Brand Visualization, Digital Mockup
CLIENT
Monogram Foods/Bull's Snack Sticks
MISSION/CHALLENGE
Monogram Foods has a problem. In a sea of meat sticks, their Bull’s brand stands out—in the wrong way. They’ve received feedback that their product is viewed as lower quality compared to their competitors and are struggling to keep up with better-known brands.
They've opened the brand up for a redesign, along with a rebranding if needed. The scope of this project includes redesigning their point-of-purchase/PDQ box using an existing dieline, as well as new wraps for their meat sticks.
OUTCOME
This is one of two design concepts that made it to final prototyping stages, and is one of my favorite design pieces. Between the chaos of the kicking cow mascot and the color palette, something unlocked in my brain on this one that really separated it from a lot of my previous design work.
"Unapologetic" is the term my instructor used to describe the initial color sketch for this concept, and that energy and enthusiasm feeds the rest of the visuals.
AWARDS/RECOGNITION
Most upvoted project on my Behance profile.
DESIGN APPROACH
A word map exercise led me to a realization: When I go to grab a snack, it's because I want energy. In a pinch, if I can't grab breakfast or need to hold off until the next meal, I'll grab a beef jerky.
Every danged meat stick brand and their mom is the same thing: Red. Black. Yellow. Masculine typefaces. Blocky design. Yawn. Yawn. Yawn.
Bold, energetic colors would make this brand stand out at the register.
THE NITTY-GRITTY
The kicking cow came flying into my brain out of nowhere during the sketch process and unlocked something I didn't know was in there.
The color palette morphed through multiple iterations of concept sketches. Next thing I knew, I had a beef stick brand with the least conventional color scheme I could think of--one that would definitely leap off the shelf and grab attention in a checkout lane.
It would SCREAM "energy". It would practically vibrate.
