Seattle-based Oberto Brands, a national leader in the meat snacks category, recently unveiled updates to its Oh Boy! Oberto All Natural Jerky line, marking the largest brand overhaul in the company’s 95-year history. Spearheading the rebrand is a refreshed logo—“Oh Boy!” has been removed from the moniker—along with new packaging that is targeted at active consumers and boasts Oberto’s new mantra to “Eat Excellent. Be Excellent.”

“The branding and packaging shift on our core jerky line is a significant step for Oberto,” says Greg Yahn, vice president of marketing. “The change began in 2012, when we overhauled our jerky recipe to be All Natural. Now, the new packaging and positioning further solidifies Oberto’s brand evolution: Oberto offers great-tasting, protein snacks for active consumers who want to feel good about what they put into their bodies, so they can perform at their best.”

The company has updated the jerky brand name and logo to showcase a more modern look and feel. The logo simply reads “Oberto” in black text, accented by the long-standing brand colors red and green. The packaging—previously dominated by all-red gloss wrapping—now features a clean, white, matte bag emblazoned with a prominent stylized “O,” along with the “Eat Excellent. Be Excellent.” tag. The bag’s oversized “O” will become a staple symbol of the brand’s new identity and features black-and-white sports photography within its borders, capturing all manners of active endeavors that appeal to the target consumer.

The revamped logo and packaging was designed by Hanson Dodge, a boutique Midwestern creative agency. The packaging rolled out to shelves this month and will be seen nationwide by the end of the year.

The new logo and packaging apply only to Oberto’s All Natural Jerky line; Oberto Classics (Thin Style Beef Jerky, Cocktail Pep, Smok-a-Roni Sticks and Teriyaki Bite Size Sticks) and Oberto Meat Sticks will continue to use the existing “Oh Boy! Oberto” name, logo and packaging.

Source: Oberto Brands, PRNewswire