Nippon Ham Dry Meats
packaging
situation
Nippon Ham, Japan’s largest operations as a producer of hams and sausages, the Group has broadened its operations to offer various food ingredients and products, including many processed foods, marine products, dairy products, and health foods. They asked our help to launch a non-traditional beef jerky product using variety of meats and unique flavors. They wanted to reach out to a new audience and change the way how people perceive the traditional beef jerky.
The team at Nippon Ham crafted “Dry Meats“ using diverse choice of meats (beef, lamb, chicken, mutton, duck) and the unique flavors, (salt & pepper, lemon pepper, cumin salt, soy sauce, ethnic BBQ) they had created an entirely new form of jerky. High in protein, lightly flavored, and portioned perfectly at home or on the go, this Dry Meats is a game-changer.
my role
The goal was to change the perception of the traditional mindset and look of “beef jerky”. We wanted people to enjoy beef jerky at any occasion, like “dry fruits” or “dry nuts“.
We went through many different directions and iterations for the packaging. We explored options like a rustic aesthetic, terrain pattern in the background, and sketch style illustrations, but based on the Nippon Ham team’s feedback, we ended up going with a more minimal and graphic options.
art director: Shuichi Narita
freelance graphic designer: Yuka Doyama