“The Best Jerky On Earth”

Highly prized and sold internationally, handmade jerky from Umpqua Indian Foods provides consumers with a delicious, healthy eating experience.

Owned by the Cow Creek Band of Umpqua Tribe of Indians, their “Classic” jerky line includes six distinct flavors: Original, Teriyaki, Black Pepper & Garlic, Brown Sugar, Jalapeño and Smoked Spicy Sweet. They also sell fruit and veggie snacks and various sundry items.

When Umpqua Indian Foods asked us to design a label for their new upscale beer-flavored beef jerky, I was excited about the challenge. They were looking for a departure from the design of the rest of their jerky line. They wanted something that would stand out on the store shelves and compete in the specialty food market. They also wanted a design that could be easily adapted for the additional flavors they are considering adding to the line.

My creative director and I began the project by downloading hundreds of beer and alcohol labels to use as reference and inspiration.

After discussing with the client which styles of labels they liked best, I began designing the label.

They narrowed it down to their two favorite designs and color palette and I continued the development process. Notice the various textures on the red background.

The label was designed to instantly communicate the flavor through both the imagery and message with its graphic influence coming from micro-brew beer labels. The bold red was chosen to pop against the existing black packaging.

Brew Pub^® was introduced to the market in December and has been extremely well received. According to Umpqua Indian Foods their vendors are purchasing the product faster than any other flavor they’ve launched in the past.

In order to help them spread the word, we’ve developed ads, P.O.P. displays, posters and other in-store collateral. We are also currently developing a few viral videos.

The larger of the two ads below ran in the Portland Trailblazers program and the smaller one appear in the Roseburg visitors magazine In the Land of Umpqua.

Project Team Included:

• Creative Director: Gary G.
• General Manager: Paul Z.
• Client Services Director: Sande D.
• Graphic Designer: Karly Barrett
• Video Production: Carl and Geno

I was never much of a jerky fan before working with Umpqua Indian Foods, but I think their jerky is pretty tasty—especially Brew Pub^®. If you want to try some for yourself, you can order it at uifoods.com or I’ve also seen it at Market of Choice in Eugene.

What do you think of the end result? Have you tried the jerky for yourself?

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