Overview
Wendi Armbrister spent years in food science before she started making jerky without the beef. She came to us with a name, a Texas zip code, and a line of plant proteins that had no face yet.
We built the rest: wordmark, voice, six protein powder pouches, jerky packaging, the website, and the shirts.
The look borrows from feed store signage and grain elevator stencils. Slab letters cut into blocks. Brown and gold that reads like a barn at six in the evening. Wheat, silos, tractors, and one stubborn bull drawn as line art and pressed into the background of every bag. “Keeping it real simple” sits above the logo as a promise the ingredient panel has to keep.
Project Goals
- Give a PhD founder a brand that sounds like a neighbor instead of a lab report
- Build one packaging system that carries six protein powders and three jerky flavors without turning the shelf into color soup
- Let the front of pack do the selling: protein grams, fiber grams, and the four things Wendi refuses to put in the bag
- Ship a site that moves a skeptical first-timer from “vegan jerky?” to checkout
- Hand over files any printer or co-packer can
run tomorrow
Results
Cut The Bull hit market with a complete identity, nine finished packages, a DTC storefront, and merch that sells itself at farmers markets.
Every powder owns a color. Brown rice in clay, hemp in forest, watermelon seed in pink. The wordmark, banner, and farm pattern hold the row together, so a buyer reads one brand from ten feet out and a shopper reads 15G PROTEIN from three.
