jack & Friends
A Bold New Look for Vegan Jerky
In the rapidly growing meat alternative snacking category, an innovative vegan jerky brand made from jackfruit needed a complete brand makeover to stay relevant and relatable to modern consumers.
As a woman-owned, AAPI-owned business, Jack & Friends had a unique story, but its branding wasn’t fully capturing the adventurous spirit of its product or resonating with the right audience.
The challenge was clear:
Refresh and reposition the brand for stronger visibility in the competitive plant-based snack space.
Ensure the design connected with conscious, millennial foodies looking for unique, sustainable, and delicious snacks.
Develop a brand identity that reflected the innovative use of jackfruit as a plant-based pioneer.
Services:
Market Research & Consumer Insights
Brand Strategy & Positioning
Brand Identity
Custom illustrations + Typography
Brand Storytelling
Consumer Testing + Survey
Packaging Design
Format & Flavor Extensions
Product Renderings & Mock-ups
Brand Guidelines
By blending playful storytelling with bold, consumer-driven design, Jack & Friends now stands out as an innovative and exciting plant-based snack brand.
Through the Fenomenal Fund X Pop Up Grocer Fund, we provided marketing strategy and consumer insights, helping Jack & Friends navigate a full brand refresh with:
Comprehensive Consumer Testing & Market Strategy → We conducted in-depth consumer insights research, exploring what drives millennial foodies to choose plant-based jerky.
Design Exploratory & Concept Testing → We developed four distinct brand directions and tested them with consumers, ensuring the final look resonated with the right audience.
A Nostalgia-Inspired, Quirky Brand Identity → The winning concept embraced illustrative storytelling and a theme of exploration, inspired by jackfruit’s pioneering nature as a versatile, plant-based protein alternative.
The Results
With its refreshed identity, Jack & Friends is now positioned as the go-to brand for conscious, adventurous snackers.
A vibrant and engaging brand experience that connects with the modern, eco-conscious consumer.
A stronger market position in the booming alternative snacking category.
A fun, nostalgic, and illustrative brand world that reinforces the exploratory nature of jackfruit and plant-based eating.
By blending playful storytelling with bold, consumer-driven design, Jack & Friends now stands out as an innovative and exciting plant-based snack brand.
"Fenomenal helped us completely reimagine our brand while staying true to our values. Their strategic insights and design expertise transformed Jack & Friends into a bold, fun, and memorable brand that resonates with millennial and gen z plant-based snackers. The response has been incredible!"
– Jessica, Founder Jack & Friends
the takeaway
A successful brand refresh doesn’t just update design—it creates connection. By combining consumer insights, strategic positioning, and bold storytelling, Jack & Friends evolved into a must-try brand for millennial foodies.
Looking to refresh your brand for millennials and Gen Z?
Let’s make it happen. Contact Us to stay on trend and create community through your food brand.
How to Work with us It’s simple
01
Book a Discovery Session
Let’s discuss your goals and challenges.
02
Choose Your Services
Select the package that best meets your needs.
03
Watch Your Brand Thrive
Together, we’ll bring your vision to life.