Expo West: Archer Unveils Its New Look
Mar. 12, 2025 at 5:30 PM
By all accounts, the meat stick category is on fire. One of the category leaders is attempting to harness that energy with a rebrand.
Along with a shortened name, Archer (formerly Country Archer Provisions) has put out a whole new look that aligns with a single color palette and simplifies its design to bring more consumers to the brand. At Natural Products Expo West, CEO Eugene Kang spoke with Nosh about the two-year journey of completely reworking the brand’s identity. He talked about the long process of creating a memorable design, why more opportunity remains in meat snacks and why it’s hard to own black and white.
Watch the full interview to hear about Archer’s redesign and why this was the right time to put a new spin on a popular brand’s image.
