Field Trip Jerky Launches New Look & Brand Direction
June 2016 — Six years ago Field Trip emerged in a sleepy category with a mission to deliver a healthier, all natural jerky. Compared to the sea of overly dark and glossy plastic packages lining grocery and c-store shelves, and a segment largely viewed as a junk food, Field Trip was the outlier–packaged in natural brown kraft paper and 3 color print, combining clean ingredients, and strong nutrition. We were bootstrapped with $11,250 – and with no design or marketing dollars to spend. What we did have was a great tasting product and a fast growing consumer-base conscious about what they were putting in their bodies.
For some time, our design was unique and stood apart from competitors in the set, becoming “the look” of the natural jerky category. We were even the first to introduce a convenient side-open pouch design to jerky allowing easier access to the product inside. But as new brands entered the market, it immediately became obvious to us that our look and feel was no longer- our look and feel, but rather much more ubiquitous.
It was then we decided to go back to the drawing board to re-imagine a design we could once again call our own. Our goals were to be unlike any other package on the shelf, to provide a sense of discovery and above all else easily convey the great product packaged inside. And with that, our new design team (Moxie Sozo) managed to exceed our expectations by designing hand illustrated national park impressions and transforming our “get out there” tag line to the act of adventure. While drastic in comparison to our previous design, it really is the next iteration and evolution of our brand if you look closely. Each package portrays a different US National Park (Yosemite, Big Bend, Acadia, Arches, Bryce Canyon, Zion, and Grand Tetons).
With this new look we hope to encourage consumers to “get out there” and to take on new challenges in life, and most importantly, to take Field Trip on your next adventure!
About FIELD TRIP: Founded in 2010 by three friends, Scott Fiesinger, Tom Donigan, and Matt Levey looking to escape corporate life, Field Trip Jerky is a protein-packed, portable and healthy snack, perfect for fueling any adventure. Available nationally at Starbucks and a growing number of natural food retailers, Field Trip Jerky is all natural and does not contain MSG, nitrates, preservatives or high-fructose corn syrup. You can also find Field Trip Jerky in stores at Target, Harris Teeter, Sprouts, and FreshDirect online.
