Sydney-based agency Tweak Design was recently asked to create a new look for a range of cured and air-dried beef strips.

The Biltong Man, a food company based in Sydney, commissioned Tweak to redesign its range from the ground up and position its biltong as a tasty, handcrafted product – the best on the market.

The South African delicacy is growing in popularity in Australia along with the slightly thinner product of beef jerky.

"The existing pack wasn’t resonating well with consumers and key product attributes were not being communicated effectively," a Tweak spokesperson said.

The old packaging looked like this:


In the new design, a wooden chopping board sets the tone at the centre of the design, signifying authenticity and hand craftsmanship:



"The new branding is emblazoned into the board in a woodcut style inspired by the heritage of both the brand and product," the spokesperson said. 

"Whole ingredients and seasoning communicate the flavour profiles, bring appetite appeal, and give a snapshot of the marination process."

The ready-to-eat snack is high in protein, low in fat, gluten-free and preservative-free.

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