CREATIVE SERVICES PACKAGING BRIEF

DATE: ​Sept 15 2019

PROJECT NAME:​ JustMeat® packaging design

BACKGROUND INFORMATION

THE BRAND:​ We are creators of artisanal beef jerky, just how it was intended to be by our
forefathers, Just Meat®. By removing all unhealthy and unnecessary ingredients, we have
created a nutritious beef jerky that does not compromise on taste. No more sugar, no more
nitrates; no fillers whatsoever. Just Meat®. 

GRAPHICS& PACKAGING CONSIDERATIONS

PROJECT SCOPE: ​New Package Design

PROJECT OVERVIEW: ​Create a packaging design for our new beef jerky brand that is
modern and simplified to convey real food, trust, and transparency. ​All source files for
design and fonts are required for final deliverable​.

COMMUNICATION HIERARCHY
List communication hierarchy (4 - 5 max)
Front Panel
- Ingredients listed on the front like RXBAR (see example image below). This
text will be the biggest in font size compared to everything else on the front
panel
- Brand Logo
- No Sugar. (in bold) (instead of No B.S.)
- Subtle illustration of flavour on the packaging like blueberry on RXBAR (see
example image below)
- 240 Grams of Protein
- Flavor name
- Beef Jerky
Back Panel
- See below for more information

COMPETITIVE FRAMEWORK & ENVIRONMENT

DESIGN ELEMENTS & CONSIDERATIONS

1.​ M
​ andatories

- 4 different flavors:

- Original
- Teriyaki
- Spicy Chili
- Black Pepper

TWO COLOR SCHEMES ​REQUIRED​ AND BEST WILL BE CHOSEN

SCHEME 1
- Original: ​Brown packaging, white text, mango yellow lines
- Teriyaki: ​Mango Yellow background, reddish-rust text, white lines
- Spicy Chili: ​Chilli red packaging, white text, bright orange lines
- Black Pepper: ​Black Packaging, White text, grey lines
SCHEME 2
- PURE WHITE background for all flavours with different color
text/lines used for different flavours. See examples below:

Ingredients List For Front of Packaging

Original
2.5 lbs Beef
4 Tbsp Seasoning
¼ Tbsp Soy Sauce
No Sugar.

Teryaki
2.5 lbs Beef
¼ Tbsp Soy Sauce
4 Tbsp Ginger
4 Tbsp Seasoning
No Sugar.

Spicy Chili
2.5 lbs Beef
4 Tbsp Chili
¼ Tbsp Soy Sauce
No Sugar.

Black Pepper
2.5 lbs Beef
4 Tbsp Black Pepper
¼ Tbsp Soy Sauce
No Sugar.

2. Other Elements/Considerations

Small icons for flavor

- Original - bull horns

- Teriyaki - bowl/plate with chop sticks
- Spicy Chili - Chilli pepper
- Black Pepper - Black pepper/grinder (see below)

3. All Panel/Back Panel Communication

Back Panel
- 4x4 inch transparent window at bottom center

Icons/Badges for:
- Zero Sugar
- Keto-Friendly
- Made in Canada
- Gluten-Free

- Nutrition panel needed (FPO)

 - UPC barcode (FPO)

- Copywriting/Text: We are creators of artisanal beef jerky, just how it was

intended to be by our forefathers, Just Meat®. By removing all unhealthy and
unnecessary ingredients, we have created a nutritious beef jerky that does
not compromise on taste. No more sugar, no more nitrates; no fillers
whatsoever. Just Meat®.
- Directions:​ ​Enjoy. Real Food. Real Meat. Real Healthy.

Packaging Type​: Ziplock standing pouch