The smallgoods category has experienced little disruption in recent times. With a well established and refined smoking process to create delicious flavour rich meats, The Smokeman Brothers was looking to introduce new premium products to the market. The challenge was to tell a passionate brand story about the obsession of smoking meats.
We determined an overarching brand strategy and clear brand purpose for ‘The Smokeman Brothers’. The brand was brought to life through original illustration of the brothers becoming the key feature of the brand identity, an asset that tells the story beyond the packaging.
We emphasised the smoky flavour of the product through the literal smoke released from the wood chips up and around the window. The coloured ribbon running through the diecut window guides variant navigation and also doubles as a cue of quality.
