LOS ANGELES — Meat snack company Country Archer Provisions announced a new brand identity under the name Archer. In addition to the streamlined name, the brand’s refresh includes a new logo and updated packaging that aims to build further awareness and consumer engagement within the competitive meat snack market.

“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 chief executive officer 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.”

Archer said it is one of the fastest growing meat snack brands in the United States, with a 90% year-over-year sales increase that has outpaced the overall category’s 5.8% growth. Archer has seen success in the jerky and meat sticks segment, with particularly outstanding performance in meat sticks, jumping 187.4% in dollar sales. Looking ahead to 2025, Archer is poised to surpass $300 million in annual revenue, a pivotal milestone for the company.

As the meat snacks category trends upward in popularity and performance, Archer’s rebrand provides an opportunity for the company to differentiate itself as a category leader.

The new look was informed by two years of in-depth consumer and category research. Archer’s new visual identity features a distinctive logotype, bold graphics, and an orange, navy blue and cream color palette to help make the brand more memorable and easily identifiable among other meat snacks packaging that commonly follow a black and red color scheme. Through the use of clean lines, vibrant colors and clear flavor names, Archer aims to help consumers quickly locate its products. Key product details and nutrition claims remain prominent and consistent, Archer said.

To build on the momentum of the rebrand, Archer will launch its first national awareness campaign in the third quarter of 2025 to leverage the new brand identity in advertising across multiple channels. Growth plans for the coming year will be fueled by initiatives to expand distribution, launch new product offerings, acquire new households and increase buyer loyalty.

Archer’s rebrand will debut at the Natural Products Expo West Show from March 5-7. Attendees will get a preview of the new packaging and the opportunity to sample Archer’s Grass-Fed Beef Mini Sticks and various jerky flavors.

The new packaging will roll out to retailers in July and will be available nationwide by September.