Pearlfisher London



Define new creative vision, architectural strategy and packaging expression for Meatsnacks Group flagship product- Wild West. The UK’s original and leading jerky brand.


Redesign the identity and pack design around the inspiration ‘Expanding Horizons’.


Take Wild West on a journey from ‘one-dimensional cowboy’ to ‘modern explorer,’ centralising the design around an illustrated graphic of a mountainous landscape.

Re-appropriating the brand’s most distinctive equities, retaining the ‘swing’ of the logo but adding experience through texture and grit.

Reinforce a sense of exploration, incorporating elements for the consumer to discover on pack: a ‘W’ in the negative space between the peaks; a person interacting with the landscape; and a cityscape on the back of pack to contrast urban and outdoor exploration.


  • Meatsnacks GroupClient

Who pooled - Wild West