DUKE’S HAD JUST finished the first phase of a redesign of their branding and core items when I joined the team in 2016. Over the next several years we would work to expand Shorty Sausages into new flavors, sizes, and offerings, as well as launching new meat snack innovations.

We worked to establish a brand voice and create a consistent visual system on and off of pack to support and generate explosive brand growth. By establishing design rules, defining boundaries, and keeping the look, feel, and voice aligned with the core offering we were able to deliver a tight and cohesive brand to market as the brand needs extended beyond packaging into website, social media, sales materials, trade shows, retail displays, live events, and complete marketing campaigns.