Brand buildRaina

Building A Jerky Brand Beyond The Expected.

Raina was developed as a CPG startup around high-quality beef, turkey and mushroom jerky in bold flavor combinations. We created the identity, packaging architecture and style system that made three product families feel unmistakably related while keeping every protein and flavor easy to find.

Raina pouches piled together — plum, green and cream — the flavor names showing at every angle
Client
Raina
Restaurant context
CPG startup / Beef, turkey and mushroom jerky / Three product families / Twelve shown flavors
Role
Brand concept, identity, packaging architecture, SKU differentiation and style guide
Solutions
Marketing
Engagement
Brand build and packaging
Primary outcome
More Visible / Consistent

The brand

A Familiar Snack With A Broader Point Of View.

Raina was conceived as a CPG startup built around high-quality jerky and adventurous flavor combinations. The assortment stretched across beef, turkey and mushroom, giving the brand more variety than a conventional single-protein line.

Each product still needed to work as a quick snack decision. Shoppers had to understand the protein, flavor, benefit cues and brand relationship within seconds—whether they encountered one pouch or the full assortment.

The Raina identity standards, open to a spread of the wordmark and crowned R shield in plum, cream and gold

What was happening

Twelve Flavors Could Easily Become Twelve Separate Products.

Three protein types created an immediate architecture problem. If every pouch looked too similar, shoppers could miss the difference between beef, turkey and mushroom. If every flavor behaved independently, the startup would lose the recognition a new brand needs most.

The packaging also had to hold several messages at once: flavor, product type, benefit statements, ingredient-related claims, resealability and weight. The system needed hierarchy before it needed decoration.

Peppered beef jerky on slate, cut into strips

What we saw

Protein Could Organize The Family. Flavor Could Bring The Energy.

Raina could use a strong base color to identify each product family, then let brighter accents distinguish individual flavors. That gave shoppers two levels of navigation: first the kind of jerky, then the taste.

A crest-like monogram and confident serif wordmark added authority, while expressive flavor typography and script product names kept the brand from feeling clinical. A subtle vertical pattern tied the system together without overwhelming the food story.

The four beef pouches in plum — Korean BBQ, Cherry Teriyaki, Sweet & Spicy Thai, Honey Habanero — each flavor in its own accent color

What we changed

One Brand System Across Three Product Families.

  1. 01 / Brand concept and identity

    We paired a crowned R shield with a direct Raina wordmark, creating a compact mark for small applications and a stronger nameplate for the front of the pouch.

    The Raina crest — a crowned shield with a monogram R — above the serif wordmark, in gold

  2. 02 / Product-family architecture

    Deep plum identified beef, green identified turkey and cream identified mushroom. Consistent placement for the brand, flavor, product type and benefit statements kept the line coherent.

    The four turkey pouches in green — Honey Sriracha, Sweet & Spicy, Black Pepper, Hickory Smoked

  3. 03 / Flavor-level differentiation

    Large flavor names and bright accents gave each recipe a distinct voice without changing the core structure. The system supported four shown flavors in each product family.

    The four mushroom pouches in cream — Spicy Teriyaki, Rosemary & Thyme, Lemon Pepper, Applewood Barbeque — the accent colors carrying the difference

  4. 04 / Brand standards and applications

    A style guide documented the identity and its use, while apparel and tote applications demonstrated how the brand could extend beyond the pouch without losing recognition.

    A plum Raina tote bag hanging from a hook, the crest and wordmark in cream

One from each family

Korean BBQ beef jerky — the plum pouch on a plinth
Honey Sriracha turkey jerky — the green pouch
Spicy Teriyaki mushroom jerky — the cream pouch

Beyond the pouch

A folded green tee with the Raina crest and wordmark
A black cap with the crowned R shield embroidered on the front
A navy polo on a hanger, the crest small on the chest

How the pieces connected

The System Made A Large Assortment Feel Simple.

  1. Brand idea
  2. Product family
  3. Base color
  4. Flavor accent
  5. Information hierarchy
  6. Shelf recognition

The identity established recognition. Base colors organized the protein families. Accent colors and large flavor names made each recipe distinct. Repeated product and benefit cues closed the decision. Together, the system made twelve pouches easier to scan without making them feel repetitive.

The impact

A Startup Brand Ready To Show Its Range.

The finished concept gave Raina a recognizable CPG platform across beef, turkey and mushroom jerky. The assortment could appear as three distinct families or one coordinated line without changing how the brand was read.

  1. Portfolio clarity

    Three families, one brand

    Base colors separated beef, turkey and mushroom while the shared identity kept them visibly connected.

  2. Choice clarity

    Twelve distinct flavors

    Large names and flavor-specific accents made individual recipes easier to identify across the assortment.

  3. Shelf recognition

    A consistent retail face

    Repeated pouch structure, typography and product cues created a recognizable block when the products appeared together.

  4. System flexibility

    Room to extend

    The architecture could support additional flavors and brand applications without redesigning the system from the beginning.

The outcome is visible in the system itself: Raina could introduce variety without sacrificing recognition, giving a new brand the structure it needed before entering a crowded category.

Explore More Impact Stories

Build a more profitable restaurant.

Build The System Before Building The Assortment.

When a food brand launches with multiple products, every package has to work alone and together. A clear architecture helps customers choose faster, protects recognition across the line and gives the business room to add new products without starting over.

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