Tailspin Jerky
Putting a spin on category conventions with a bold, memorable jerky brand
When Tailspin Jerky approached me to handle their branding, they had two clear requirements. Keep it funny, and don't look like every other brand on the shelf. The jerky category is dominated by black and kraft bags, hyper-masculine positioning, and artisanal buzzwords. Tailspin was built to be the opposite of all of that.
The name leans into the irony with a traditionally negative word that signals this brand isn't playing it safe. The logo follows with an airborne cow, lifted by its own spinning tail. The wordmark is customized with cuts that mimic the tail, and a navy blue (not black!) keeps the palette feeling bold without blending in. On the shelf, a colourful dividing line distinguishes flavours while building recognition across the line, and heat indicator icons let shoppers find their match in seconds. The back of the bag keeps the tone going with witty copy. The result is a brand that stands out, earns a second look, and actually matches the product inside.
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When you hire Brett, you’re hiring a talented designer that truly wants to see YOU succeed. He’s the kind of guy you can be assured will stick with you until everything is perfect, and then he’ll surprise you with a few extras to make things even better. I initially hired Brett to help me formulate some basic packaging designs and flush out a brand identity… but I could never have foreseen the truly immeasurable value his work would hold for my company. Immensely creative, excellent collaborator, disciplined worker, and stellar teammate.”