Country Archer Provisions revamps brand identity with new name, packaging

USA – Meat snack manufacturer Country Archer Provisions is undergoing a rebrand, introducing a new identity under the name Archer. 

The company is also rolling out a redesigned logo and updated packaging as it seeks to strengthen its position in the competitive meat snack industry.

According to Eugene Kang, founder and chief executive officer, the rebrand comes at a time of rising demand for high-protein snacks. 

Kang said the refreshed look is intended to improve visibility on store shelves and enhance brand recognition among consumers. 

He added that the new identity aligns with the company’s commitment to producing premium snacks made from real ingredients.

Archer has reported significant growth in the past year, with a 90% increase in sales compared to the previous period. 

This growth has exceeded the overall meat snacks category, which has expanded by 5.8%. The company has seen particularly strong performance in meat sticks, with sales surging by 187.4%.

With projections for annual revenue to surpass US$300 million in 2025, Archer is positioning itself for continued expansion. 

The company expects the rebrand to help distinguish its products in a market where competition remains high.

New Look and Market Strategy

The visual overhaul is the result of two years of research into consumer preferences and industry trends. 

Archer’s updated design features a bold logotype, simplified graphics, and a color scheme of orange, navy blue, and cream. 

The company said these elements aim to differentiate its products from competitors, which often use black and red packaging.

The redesigned packaging highlights product details and nutritional information while emphasizing clear flavor labeling. 

Archer said the new design is intended to make it easier for shoppers to identify and select its products.

To support the transition, the company plans to launch a national advertising campaign in the third quarter of 2025. 

The campaign will span multiple platforms and is expected to drive awareness of the new brand identity.

Archer also plans to expand its retail distribution, introduce new product offerings, and attract more households to its brand. 

The company said its goal is to increase consumer loyalty while continuing to grow its customer base.

The updated branding will be showcased at the Natural Products Expo West Show from March 5-7. 

Attendees will have the opportunity to see the new packaging and sample Archer’s Grass-Fed Beef Mini Sticks and other jerky varieties.

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