Some brands don’t need reinvention—just the right narrative to bring their legacy into focus. Oh Boy! Oberto, a Seattle institution in the world of beef jerky, had a history that spoke for itself. The challenge wasn’t to redesign the brand but to craft a package that felt as authentic as the product inside—something that resonated with the heritage of a true butcher’s craft.

I leaned into that authenticity, designing packaging that felt like it belonged in a traditional butcher shop. A butcher’s block aesthetic set the tone, while distressed typography—stamped and seared like a mark of quality—gave the design a raw, tactile presence. The packaging remained honest, with a clear window inviting consumers to see the product firsthand. Color blocking subtly differentiated flavors without disrupting the cohesion of the design. The result was more than a package; it was a statement—an invitation to experience a product with the same trust and tradition that had defined it for generations.