Sue’s is a local, family-owned company that has been hand-preparing delicious jerky since ‘85. As Sue’s began to grow, they were looking for help to redefine their brand and reach a broader market. Clou Studio developed the identity, packaging, website and an integrated marketing strategy to help bring Sue’s to the main stage.
Because it’s often found in gas stations, we had to overcome jerky’s junk food stigma. We saw an opportunity to create a new culture around jerky, one that was more suited to healthy, active lifestyles. This involved rethinking the ingredients, the flavours and even the way the products were packaged. It also meant bringing Sue’s to places where jerky didn’t normally exist such as university campuses, fitness shops and events like TED.
We established a friendly, approachable tone that reflects Sue’s family values, while encouraging people to snack smart and be active. This tone was applied across all of Sue’s communications, from appetizing package descriptions, to marketing materials and social media campaigns.
We wanted Sue’s new identity to strike the right balance between craft, care and healthiness without relying too heavily on their heritage. It also had to appeal to those who pursued active lifestyles. Basically, it needed to look good with your gym bag. This would set the tone for all of Sue’s visual communications moving forward.