Jack & Friends
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
An innovative vegan jerky brand made from jackfruit needed a complete makeover to be relevant and relatable in the booming meat alternative snacking category.
We partnered with Pop Up Grocer to support this woman-owned, AAPI-owned business. Through our Fenomenal Fund X Pop Up Grocer Fund, we provided marketing strategy and consumer insights to guide this brand through a refresh and repositioning.
After a comprehensive design exploratory, we presented 4 design directions and concepts to consumers. Based on consumer testing and feedback, Jack & Friends selected a winning concept to advance to the final design for the brand.
We built the brand for the conscious adventurous millennial foodie seeking new snacks that match their lifestyle. Through nostalgia-inspired quirky and illustrative storytelling, we designed the Jack & Friends brand to encapsulate the theme of the exploration, inspired by the pioneering jackfruit.
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