CONSUMER CASE STUDY

Helping the Werner family find its voice

The challenge

Werner Gourmet Meats has a premium product and unique family story, but the brand was being undersold by generic packaging and a non-existent voice.

To stand out in a busy product category and reach a broader audience after 25 years of growth, the brand was ready to be as bold as its flavors.

Approach

Working closely with the brand design team and its detailed competitive assessment, I helped develop a brand voice to reflect the family behind the name and appeal to beef jerky buyers.

An irreverent, slightly sarcastic persona establishes Werner as a brand that takes little seriously, except the premium meat snacks its family takes real pride in creating.

Results

Confident, playful copy that underscores brand attributes meat lovers crave, and may even crack a few smiles in front of the crowded c-store jerky rack. Tight phrasing across multiple product lines achieves a consistent tone, and gives customers a sense of the real family that built the brand. 


DELIVERABLES

  • Tagline

  • Brand narrative

  • Packaging copy

  • Social copy

  • Signage and trade collateral