Canadian Packaging

Jack Link’s partners with Davis to refresh iconic brand

By Canadian Packaging staff   

Design & Innovation branding Davis Jack Link’s Jack Link’s Original Turkey Jerky meat snacks

From the Northwoods to mainstream snacking, the undoubtedly confident, full-spirited and wildly adventurous side of Jack Link’s meat snacks is finding its way to more consumers anytime, anywhere - and you can thank Davis for helping refresh the brand.

As the leader in the protein snacks category, Jack Link’s has over 100 unique items sold through a wide range of retailers. They are also a staple on the sponsorship circuit with Major League Baseball, National Hockey League and Major League Fishing, just to name a few.

Recently, Jack Link’s partnered with Davis to redefine this leading brand—a process that included refreshing the brand logo, improving shopability and better aligning the brand portfolio.

“Now more than ever, consumers are looking for protein in their snacks,” says Jack Link’s vice-president of marketing Jeff LeFever. “As the No. 1 global meat snack brand, it was important for us to have a logo that better represented our brand’s Feed Your Wild Side positioning. We also wanted our package design to appeal to today’s snacker, while also representing our brand’s heritage of high-quality, innovative products.”

A growing appetite for high protein snacks during various snacking occasions was a key insight into the brand strategy, as a means to broaden the reach, while using specific products to target different consumers. For example, take Jack Link’s Original Turkey Jerky — the clean white and green branding with its healthy halo of lean turkey and key nutritional buttons, appeal to those with a craving for leaner, low-fat protein snacks.


Davis vice-president creative director Mark Roberts says, “The overall look and feel of the new branding is bold, contemporary and inclusive. The identity communicates seamlessly wherever the brand lives. On-pack, the flexibility of the brand works for multiple product formats, shapes and sizes.”

Jack Link’s Protein Snacks – Feed Your Wild Side

Jack Link’s is a global leader in protein snacks and the No. 1 meat snack manufacturer worldwide. Headquartered in Minong, Wis., Jack Link’s is a family-owned company that represents a heritage of quality and consumer trust, with the mission to Feed Your Wild Side. Jack Link’s offers more than 100 premium protein snacks in a variety of flavors, sizes and price points, appealing to nearly every consumer and occasion.

For more information on Davis, visit


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