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Whimsical animal adventurers set all-natural jerky packs apart

A backpacking cow, a kayaking pig, and a rock-climbing turkey pictured in U.S. national parks set all-natural Field Trip Jerky’s packaging apart from its competitors.

Field Trip Turkey Jerky AFTER
Field Trip Turkey Jerky AFTER

Encouraging consumers to “Get Out There,” new packaging graphics for Field Trip Jerky all-natural craft jerky products feature whimsical animal characters engaged in outdoor adventures against the backdrop of U.S. national parks. The design continues Field Trip’s tradition of distinctive packaging for the category, which is traditionally dominated by dark, glossy plastic pouches.

Introduced in 2010, Field Trip’s jerky products were among the first to combine clean ingredients and strong nutrition, and its packaging—a brown kraft paper pouch printed in three colors—reflected that natural message.

“For some time, our design was unique and stood apart from competitors in the set, becoming ‘the look’ of the natural jerky category,” says Field Trip co-founder Tom Donigan. “We were even the first to introduce a convenient side-open pouch design for jerky, allowing easier access to the product inside. But as new brands entered the market, it immediately became obvious to us that our look and feel was no longer our look and feel, but rather much more ubiquitous.”

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