Before & After: Pemmican

"Reclaiming an outdoor tradition's rightful position: Pemmican beef jerky, once the category leader, was being pushed off store shelves by an aggressive new competitor. To re-engage core consumers, Pemmican needed to reinvent itself."

 

"Pemmican contracted Nomadic to guide and help facilitate consumer research and develop its new brand strategy. We identified a position, reformed the brand's architecture, established its elasticity, and proposed extensions. We then redesigned the brand's identity, creating a new logo, standards, and packaging. Finally, in partnership with Mars Shopper Marketing, we developed sales and marketing materials to re-launch the brand and re-engage Pemmican loyalists."

Credits:

Designer: Wynn Burton

Creative Coordinator: Trela Lewellyn

VP Creative Director: Tim Washburn

Comments

[Yael Miller]

This is an excellent rebranding for beef jerky! I'm confident this will reposition Pemmican in a strong way. Most beef jerky is crude-looking. Pemmican's new packaging/brand is quite the opposite, yet masculine, outdoors-y and strong. The painting of the chief is beautiful as well.

[mary]

apart from the "new style", i think i like the old one best. the new one's got class and looks more refined and all, but to me, the first one is just more american.

[moi]

Another "bon sauvage" gracing the packaging of a 2nd rate, processed food product. How exciting. Glad I'm not First Nations or I might be pissed off.

[Reyna]

(This is in response to their blog post about this project. MUST READ) Wow! Reading this has given me a lot of insight I don't think I had before. It is difficult trying to figure out where you are going with a product without the right tools, and proper direction and let alone re-branding. Thanks so much for posting your process!

[Tcrow]

I hope Albert Bierstadt gets credit for the packaging on this one......

[Jay]

Extremely nice improvement!

[Stephen Cameron]

Beautiful work and great written process on the Nomadic blog, but that indian is seriously stoned... Anyone else see that?

[Jason]

This is an exceptionally good rebrand. A great amount of time and effort went into the entire design process. Pemmican looks so much classier and refined than other jerky brands thanks to a lot of hard work. Amazing job Nomadic.

[juan fonseca]

The new design looks nice, however I don't think there is an improvement in terms of layout structure and information hierarchy. The previous design has a better structure, the information is still clear enough and unless the client asked they wanted to give more relevance to the kind of product than the brand, I can't see the need to change that. The new design, it is better in a stylish way, but the elements inside the bands and the window look small and not well proportioned. in comparison with the pack. I find the previous design with more impact than the new one.