Vermont Smoke & Cure

A great example of how packaging becomes the mean for storytelling. Vermont Smoke & Cure has been making smoked meats for over 50 years, with a special attention to sustainable practices and relationships with local farmers. 

With their antibiotic- and hormone-free meat sticks, Vermont Smoke & Cure was making waves in the better-for-you snack category and were poised to expand nationally, but they had yet to tell their truly exceptional story to the world. They asked Sterling Becker to help articulate their true difference and redesign the brand identity and packaging system in order to own a unique position, break out of expected craft visual language, and distinguish the brand from others in the category. 

Talking about their design process, the team at Sterling Becker says: “With such a strong internal vision, our main objective was to to introduce consumers to the integrity, commitment, and unparalleled taste of Vermont Smoke and Cure’s products. We started by defining ‘The Vermont Way’—creating a cohesive messaging framework to educate consumers about the magic behind the brand. “

The design brings this story to life, celebrating source and process, and elevating ingredients and taste. All in a clean, natural, and modern aesthetic, designed to last the test of time.


Executive Creative Director: Philippe Becker

Creative Director: Paul van den Berg

Design Director: Jay Cabalquinto

Senior Designer: Dylan Schepers

Client Director: Lisa Eschmeyer

Director, Creative Strategy: Brody Hartman

Senior Strategist: Georgia Thunes 

Designed by Sterling Brands

Clients: Chris Bailey, CEO & Cindy Hsiao, VP of Marketing

Country: United States

City: San Francisco