Turkey Creek

We partnered with Benestar Brands to revolutionize branding and packaging for a heritage brand of pork rinds and develop a design system that would support its vast portfolio and provide a bold pipeline for future innovation.

Capabilities

Portfolio Architecture
Packaging Design
Branding

Challenge

Turkey Creek Snacks was founded as a family business in 1977, and it’s still run that way. However, the brand believed that “old fashioned” doesn’t need to be out of date. In the spirit of uniting tradition and modernity, DuPuis partnered with Benestar Brands to give this local favorite a dramatic makeover and strong portfolio strategy.

Action Taken

The bold, new brand anchors the updated packaging architecture and provides a sense of place and heritage. The window (a category must) is used to playfully support the product and provide segment differentiation. Lastly, the use of simple, modern touches and a clean sense of type gives the packaging confidence and a contemporary tone.

Results

The resulting branding and packaging update made this product a choice for today’s consumer and provided a portfolio structure for growth and innovation.