"Beef Jerky" carries baggage. It is often seen as processed, heavy, and exclusively for men in bars. Nippon Ham had created a high quality product using diverse meats like lamb and duck, but the existing category perception was holding it back. They needed a brand that could escape the convenience store aisle and appeal to a modern, design conscious audience.

We didn't just redesign a package. We renamed a category. By coining "Dry Meats", we severed the connection to traditional jerky and aligned the product with the world of dry fruits and almonds. We abandoned the "sizzling meat" photography for bespoke illustrations and a clean, sophisticated design system. The result is a brand that feels light, accessible, and ready for situations other than the typical pub.