Archer, previously known as Country Archer Provisions, has introduced a new brand identity aimed at enhancing recognition for its meat snack products made from real ingredients. This transformation includes a simplified name, a new logo, and updated packaging designed to improve consumer engagement and awareness in the competitive meat snack sector.
As the fifth-largest meat snack brand in the United States, Archer has experienced significant growth, reporting a 90% increase in year-over-year sales, which surpasses the overall category growth of 5.8%. The brand’s success is evident in both the jerky and meat sticks segments, with meat sticks alone showing a remarkable 187.4% increase in dollar sales, contributing to a 29.4% growth in that segment.
The rebranding follows two years of extensive category and consumer research, which provided insights that informed the brand’s new positioning to better align with consumer preferences. Eugene Kang, Founder and CEO of Archer, stated, “With the increased demand for high-protein snacks, this rebrand is a crucial step that will enable us to elevate our brand presence in a competitive market, stand out on the shelf, and build broader brand awareness.” The new branding is intended to help reinforce Archer’s commitment to providing high-quality snacks made from real ingredients.
Founded in 1977 as a small roadside jerky stand and acquired by Eugene and Susan Kang in 2011, Archer has expanded to offer over 30 products and is available in more than 30,000 retail locations across the country. The company aims to achieve over $300 million in annual revenue by 2025 through initiatives that include expanding distribution, launching new products, and increasing customer loyalty.
The updated visual identity features a distinctive logotype, bold graphics, and a color palette of orange, navy blue, and cream, which aims to enhance the brand’s memorability in a market dominated by black and red packaging. The design emphasizes clean lines and vibrant colors, allowing consumers to easily identify their preferred products while keeping key product details and nutritional information clear.
In addition to the visual changes, Archer plans to revamp its website and social media channels to create a cohesive brand presence. The updated online platforms will reflect the new branding and showcase the brand’s dedication to all-natural, grass-fed proteins and premium ingredients.
Looking ahead, Archer intends to launch its first national awareness campaign in the third quarter of 2025, utilizing the new brand identity across various advertising channels to further establish its presence in the market.