Mallet & Bone Jerky
We were asked to design a concept brand that had been created during a previous Sara Lee program - Mallet & Bone - a whole-muscle dried meat snack offering. Our task was to develop the brand - from scratch. Our tasks included naming, brand personas, ideal consumer demographics, flavor profiles, merchandise, marketing campaigns, and development of a launch plan.
With the whole-muscle dried meat snack segment growing rapidly, Mallet & Bone was developed to live in the sweet spot between lower-end mass brands and premium, boutique brands. Our target consumer? He’s what we referred to as A MAN OF ACTION.
- Project Roles
- Art Director, Copywriter, Designer
- Sara Lee
- Adobe Illustrator, Adobe InDesign, Adobe Photoshop, Conceptual, Copywriting, Creative Direction
- Brand Guidelines
- Project Industries
- Packaged Goods