Roar, Vegans, Roar…for Blue Herbivore!



This is a cool one, guys. Especially if you’re like me and can’t seem to get enough plant-based flavor through that hole in your head. Side note: This pro-vegan message is brought to you by my increasing fear of our planet’s health thanks to an article I saw in the New York Times this morning, plus about a billion other articles, facts, films and sources. For real, people…just switching your snack from beef to wheat can make a difference.

But enough politics. (I swear that was the first time I did that, but this is getting SCARY.) I want to introduce you to the forever flavorful and the wildly wheat-based Blue Herbivore, previously known to loyal fans across Arizona as Maggi Vegan Jerkee. What started as a farmers market brand in 2017 has now undergone a full brand refresh, and I happen to think the results speak for themselves.

Right?!?!

New back-of-pack copy:
Hello, friend. The wildly satisfying vegan jerky you’re about to enjoy is more than meets the eye (or ‘meats’ the mouth). Each boldly seasoned batch roars with flavor and empowers you with the plant-based nutrition you need to bring your best self to the table. Or meeting. Or workout. Or party. Or binge-a-thon of that show you love. Because at Blue Herbivore, we believe that plants have the power to fuel your potential anytime and anywhere you have the chance to chew.

That “chew” part is thanks to this jerky’s texture because this stuff’s got BITE. It chews like real meat, holds up its structure as you snack, and satisfies the desire for clean protein and nutrition from sources that don’t have a mother.

But why wheat, you ask? Good question. To date, vegan diet has been dominated with soy-based meat alternatives, and Blue Herbivore is here to prove that soy is just the starting line of plant-based protein snacks. Seitan (aka “wheat meat”) is ready to claim its rightful spot in the meatless jerky category and beyond, and Alicia Potter of Faven Creative literally could not have done a better job bringing it all to life with this expressive and explosive design. My roles included the new brand positioning, packaging copy, flavor naming and some light brand name consulting.

Our clients tell us that their website and Amazon.com storefront are coming VERY soon, so I’ll def update this blog when they are. Until then, just get ready: a plant-based roar is about to reverberate through America in a BIG way.

Previous packaging for reference:

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