March 2009
Duffy & Partners announced a new campaign for Jerky Snack Brands' Pioneer beef jerky products.
Duffy & Partners was selected for the Pioneer rebranding project because of its ability to identify the intangible aspects of a product, and mold them into a desired experience for the consumer.
Duffy & Partners took the disparate designs of all the Pioneer products and transformed them into one recognizable identity, which not only appeals to the stereotypical beef jerky-consuming kids and cowboys, but invites all types of jerky connoisseurs to favor Pioneer.
The new identity exudes the striking attitude of Jerky Snack Brands, and strengthens its presence in the marketplace.
Duffy & Partners created Pioneer's new primary identity, brand language and packaging.
"Duffy's design work has inspired newfound confidence in our brand."
"A little attitude; an understanding of how people communicate in the present day; a sense of strength, that's what it boiled down to," said Jay Link, CEO of Jerky Brand Snacks, creator of Pioneer.
The latest, ultramodern look of Pioneer was inspired by the power of the bull and the strength of a soaring eagle.
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