How we gave a niche food product a fresh start and cohesive branding…

The Mission

Company: Jerky Gold

Product: Marinade

Project Partners: Company founder

Task: Create a brand and marketing strategy that position the product for success in both their retail and wholesale distribution channels

Jerky Gold is a 2014 food product startup that took a family recipe, previously sold back in the 80s, 90s and early 2000s through big box retailers such as Dick’s Sporting Goods and Cabellas, and brought it back to life with a new company and brand identity.

There are many stages to a product’s life cycle. This determination shapes the opportunity for an outside agency to drive growth for its client. In the case of Jerky Gold, the product was released to market for a short time but was building awareness as a result of its great taste and quality ingredients.

This presented a significant opportunity to review the existing product branding/messaging, define the market and force alignment of the two. Once this was completed, our focus was to create a lead generating and sales converting eCommerce website and digital marketing strategy. Key to JGMs 2015 goals was the successful addition of a large regional/national retailer, for which we created a killer retailer pitch package to kick their wholesale strategy into high gear.

The Services


  • Company Logos (Several formats for digital & print marketing)
  • Product Labeling
  • Sales & marketing collateral
  • Social Media Banners/Images
  • Business Cards
  • Merchandise (i.e. t-shirt designs, etc)

Branding Consulting

  • Analyzed existing branding & competitive brands
  • Created branding guidelines (show below bullets w/ bottle)

Branding Guidelines:

  • Convey a long history & tradition
  • Target core demographic (middle-aged males)
  • Stark contrasting colors between bottle, label, branding
  • Clear product description
  • Tie in the old family recipe/brand with the new (“Authentic Jerky Juice”)
  • Emphasis product quality
  • Align product with premium market position

Branding Descriptors:

  • Logo uses pick axe and shovel which are synonymous with the gold rush of the mid 1800s
  • Logo utilizes ribbon symbology to signify “award winning” quality
  • Label backgrounds/textures are also used to signify “aged” and/or “handcrafted”
  • Several examples utilize lighter background textures, to create contrast between the dark bottle/product and the label to be more eye-catching
  • “The Original” signifies differentiation between the competition as well as future product offerings

Marketing Consulting

Developed a marketing plan that included…

  • Customer demographic & market analysis
  • Customer definition
  • Unique selling proposition
  • Pricing and margin analysis
  • Promotional strategy
  • New product introduction process
  • Professional retailer pitch package

Digital Marketing

  • New Website
  • Messaging with clear value proposition
  • SEO optimized
  • eCommerce Platform configured for both retail & wholesale transactions

The Result

Jerky Gold received “the works”… a complete branding and marketing strategy overhaul, as well as some very effective sales tools to expand their retail and wholesale distribution.

“What I loved about my experience with Voxel Labs was that they didn’t just start throwing random designs or marketing pitches at me. They took the time to really understand the market and what made my product special so they could create an experience that really spoke to my customers.”


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