San Bernardino, California-based Archer, formerly known as Country Archer Provisions, has introduced a new brand identity – including a streamlined name, new logo and refreshed packaging – in an effort to increase recognition for the meat snack brand.
The branding debuted at the recent Natural Products Expo West Show. The new packaging will begin rolling out to retailers in July and will be available nationwide by September.
As the fifth-largest meat snack brand in the U.S., Archer’s 90 percent year-over-year sales increase outpaced the category’s 5.8 percent growth.
The rebrand is an opportunity for Archer to differentiate and assert its category leadership, the company said. Archer’s new look was informed by two years of category and in-depth consumer research. The insights led to a refined brand positioning that aligns with consumer needs and preferences.
“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,” said Eugene Kang, founder and CEO of Archer.
“Our distinctive new branding and packaging will help us achieve those goals and reinforce our commitment to high-quality premium 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 grown to more than 30 SKUs and distribution in more than 30,000 retailers nationwide.
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Looking ahead, the company is poised to surpass $300 million in annual revenue. The growth will be fueled by key initiatives aimed at expanding distribution, launching new product offerings, acquiring new households and increasing buyer loyalty.
Archer’s new visual identity features a distinctive logotype, bold graphics and an orange, navy blue and cream color palette that will make it easily identifiable among a sea of black and red packaging.
Clean lines, vibrant colors and clear flavor names ensure that consumers can find and choose their favorite Archer products. Key product details and nutrition claims will remain prominent and consistent.
Archer’s website and social media channels also will be revamped to reflect the new look. Infused with bright colors and engaging copy, the updated online presence highlights the brand’s commitment to all-natural, grass-fed proteins, premium ingredients and culinary-inspired flavors.
Building on the momentum from the rebrand, Archer will launch its first national awareness campaign in the third quarter of 2025. It will use the new brand identity in advertising across multiple channels.