Role:  
Brand Concept
Creative Lead
Naming
Package Design

Brand Identity
Creative Direction
Art Direction
Design
Film

The situation:

Nippon Ham, Japan’s largest operations as producer of hams and sausages, the Group has broadened its operations to offer various food ingredients and products, including many processed foods, marine products, dairy products, and health foods. They asked for our help to launch a non-traditional beef jerky product using a variety of meats and unique flavors. They wanted to reach a new audience and change how people perceive traditional beef jerky.

The solution:

Working closely together with the team at Nippon Ham for over a year, we wanted to change the perception of the traditional mindset of “beef jerky”. We wanted people to enjoy beef jerky at any occasion, like “dry fruits” or “dry nuts“. We devised a simple naming for the product that was simple yet not common, “Dry Meats“.

The team at NH was able to craft “Dry Meats“ using a diverse choice of meats (beef, lamb, chicken, mutton, duck) and unique flavors (salt & pepper, lemon pepper, cumin salt, soy sauce, ethnic BBQ) they had created an entirely new form of jerky. High in protein, lightly flavored, and portioned perfectly at home or on the go, this Dry Meats is a game-changer. But to convince consumers to drool over the new product, the business needed a brand experience that matched Dry Meat’s quality and craft. We obsessed over every expression of the brand - the name, the illustration, the film, the packaging, and more - creating an iconic brand that everyone couldn’t take their eyes off.