CLIENT

PROJECT

Ride with the real meat revolution. No more fake cr*p.

Rare Breed is Jack Link’s first step into pet, and a bold one at that. This real-meat jerky brand for dogs is built to challenge a category overloaded with artificial ingredients, over-processed formulas, and cartoon mascots. Where others zig, Rare Breed zags, leading with quality, confidence, and carnivore-approved nutrition made with just a few simple ingredients. The treats are ready to shake things up, but the brand needed to:

• Break through in a sea of bright, cutesy packaging with a badge of honor for real meat lovers
• Create a distinct, ownable identity that signals quality and loyalty at every glance
• Lay the groundwork for omnichannel rollout and long-term brand community building

We built Rare Breed’s visual identity around the idea of Leader of the Pack: a nod to biker gangs, wolf packs, and the bond of those who ride (or roam) together. Confident. Loyal. Unmistakably proud.

• Introduced a black-and-white identity to signal boldness, purity, and meat-first mentality
• Designed a pack crest system inspired by leather jackets and loyalty badges
• Celebrated each jerky flavor with a named pack member: Roxy (beef), Bandit (pork), Ace (chicken)
• Used bold, clean type and high contrast to make the identity instantly recognizable

Rare Breed’s packaging was designed to stand out on the shelf and signal trust through transparency, literally. With large windows, minimal color, and a bold pack insignia, this system is a visual rebellion in a hyper-saturated aisle.

• Used black-and-white as the brand’s primary palette to cut through visual clutter
• Heroized the product itself with generous transparent windows and real-jerky visibility
• Established a badge-based communication system to highlight key claims and benefits
• Built a pack lineup that feels cohesive but leaves room for expansion