Meat snack brand Oberto was already a staple for on-the-go consumers who needed a protein-packed snack. When faced with ever-changing consumer interests and competitive landscape, Oberto needed to reposition and reimagine their brand to appeal to the modern shopper.
With an opportunity to better communicate their unique value propositions, Oberto brought on The GRO Agency to modernize their brand identity and packaging.
Our challenge with Oberto’s packaging redesign was to enable the expansion of their products outside the inner aisle to the deli and meat counter, while at the same time reinvigorating their core product base.
Based on competitive and consumer research, we identified three strategic positionings within the meat snack space, then derived three distinct brands based on the analysis: Pacific Gold Reserve, Bavarian Meats, and Snake River Farms. After developing packaging concepts based on those positions and testing among consumers, Oberto had created a new brand identity, packaging design, and in-store merchandising to support the brands’ new look.
- Logo Design
- Packaging Adaptations
- Packaging Design
Kelly and the folks at GRO are terrific. They do a fantastic job adapting their work to our multiple brands and catering creative and deliverables to best serve each initiative. They understand and fully appreciate that each project is different and they do a great job digging in to understand the specific needs about each one and the unique brand and proposition it needs to adhere. The packaging work for both our Bavarian Meats® brand and our Snake River Farms® Wagyu Jerky are prime examples of their ability to internalize the sensibilities of a brand and have been huge successes in Costco.
Director of Marketing, Oberto Snacks Inc
OBERTO BRANDS: Inspired by consumer’s interest in authenticity and quality, Oberto’s visual identity and messaging strategy strategically focused on Oberto’s 100-year history, premium ingredients, and family recipes.
PACIFIC GOLD RESERVE REDESIGN: To establish PGR as an upscale product amongst their target audience and within the meat-snack category, the bold, flavor-forward package and premium brand mark focused on flavor photography and strong color blocking in order to create an authentic, impactful brand block on shelf. Their distinctive look has since inspired other brands in the space to follow suit.
BAVARIAN MEATS: Being a very classic brand with traditional recipes, the modernized brand would appeal to their current and future consumers, all without compromising the family history message or traditional feel. This approach helped differentiate them on shelf and lay the brand foundation for a new generation of growth.
SNAKE RIVER FARMS: Leveraging super premium flavor cues, a subtle texture, and simple typography, the Snake River Farms brand colors, word placement, and packaging successfully pointed to the undeniable quality and bold flavors of the jerky itself.