Meat snacks manufacturer World Kitchens, Minong, WI, recently completed a brand refresh, overhauling its logo, package design, tagline and size options. The brand has been repositioned with a new logo and design elements that capture the essence of the brand, which centers on a new tagline: “World Class Jerky. Value Price.”
“We’ve always sold high-quality products at value prices with our World Kitchens brand,” says Jeff LeFever, vice president of marketing, Link Snacks, Inc. “With the brand refresh, we are able to better communicate that quality and value through a brand voice that resonates with the target consumer.”
The changes align to customer needs and consumer demands for the products, which are sold in three sizes: Mega 10oz (SRP $12.99); Jumbo 7.2oz (SRP $10.99) and Snack 3.1oz. (SRP $5.99).
Ashley Brandt, product marketing, credits Mackey Creative for helping with the redesign. Brandt also informs Packaging Digest that InterFlex Group supplies the pouch film that World Kitchens Jerky and Link Snacks, Inc. converts. He also responds to our questions about the revamped packaging.
What were the pack sizes before?
Brandt: The Mega size pack of World Kitchens Jerky is the only pack size that was modified. Overall, it was time for a positive cosmetic change to impact the product appearance at retail and assure that it looked appealing to consumers.
What graphics design elements were changed?
Brandt: Consumers now, more than ever, are conscious about their eating habits and are continuously looking for new ways to add protein to their diets. Jerky is some of the most authentic protein you can get out of a snack. In the brand re-design, we added the “protein” claim because consumers are looking for that. Also, we emphasized the logo to increase the impact of the World Kitchens brand. In addition, colors were enhanced for each flavor of World Kitchens Jerky to help the products stand out on shelves.
Why the change of the product window shape from square to curved?
Brandt: The change in window shape ties back to the overall look of the logo. We wanted the look and feel of the packaging from top to bottom to flow seamlessly.
What was the biggest challenge?
Brandt: The biggest challenge was developing a look and feel that communicated the right balance between premium quality and high value for the consumer, and we were able to do that successfully. We think this redesign helps World Kitchens stand out better and truly be considered a top brand in the meat snacks category.
In addition to its beef jerky offerings include Old Fashioned, Teriyaki, Peppered, Hot & Spicy and Brown Sugar, all available nationwide in Mega, Jumbo and Snack sizes, World Kitchens introduces Original Turkey Jerky, which is available nationwide in Mega and Jumbo sizes.
World Kitchens, a Link Snacks, Inc. brand, is distributed across the United States and Canada.