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Minneapolis-based Duffy & Partners took the disparate designs of all Pioneer beef jerky products and transformed them into a single, recognizable identity with a brand language and packaging to match. The new identity, an ultramodern look inspired by the power of the bull and the strength of a soaring eagle, exudes the attitude of the brand and the wordmark is a quick fresh take on onomatopoeia—PNR—spelled just like it sounds. Not only does the new design appeal to the stereotypical beef jerky-consuming kids and cowboys, it’s inviting to all types of jerky connoisseurs. The newly branded packaging is just hitting stores.
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