The original sin.

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Divine Bovine was looking to breathe new life into their brand image through an exciting new message and position their brand at the forefront of the consumer mindset. Spacemonkey was careful to take what we learned about where the brand has come from, where they’d like the brand to go, and how the new brand image will impact consumer behavior. From this insight, the team developed a new brand image that drove home their unique blend of jerky flavor and tenderness and broke through the clutter of a crowded category. Everything from their messaging, identity, packaging, and website had to be rebranded to maintain a consistent brand image across all consumer touchpoints.

Research proved that there was a niche in the market for a more upscale approach to jerky with a more simple refined sense of taste and aesthetic. To reinforce the unique blends of flavor and tenderness, The team at Spacemonkey chose to go with a more simple aesthetic to allow the flavor and brand stand out in a sea of confusion and dark muted packaging. Tasteful play on the divine theme allowed Divine Bovine to toe the line between playful and sophisticated without coming across too childish or gimicky.

We wanted to create an immediately familiar look with the abstract yet elegant cow hide pattern but swapped the black and white color pattern to gray and white to signify that there is something different and more sophisticated than your typical flavor. This graphic gesture/pattern plays well across all flavors. It gives a distinct yet cosistent look that translates well across different colors. The pattern is fluid and is uniqe and adaptive to the context in which it is used. It transitions seamlessly throughout branded collateral, such as the business cards and point of purchase displays.

To celebrate the brand and connect with consumers we created a viral campaign based around two statements that play off the Divine Bovine brand; "The Original Sin." and "Irreverently Delicious."