Kick Stick, a Chicago startup making caffeinated jerky.

CHALLENGE

Kick Stick, a Chicago startup, set out to launch the market’s first caffeinated meat snack and needed a brand identity that could communicate both novelty and trust. They wanted to appeal to health-focused shoppers in natural food stores while standing out from traditional jerky brands. My role was to design the logo, establish the overall visual identity, and develop packaging that expressed the product’s natural ingredients and functional boost.

APPROACH

I began by trying to balance energy with authenticity. To echo this, I designed an organic, imperfect logo that felt hand-made. The visual identity followed the same lead, using natural textures, earthy tones, and simple, honest communication. For the packaging, I incorporated hand drawn illustration elements and a simple layout that highlighted the logo and emphasized clarity on flavor and caffeine content. The result was a look that felt natural, energetic, and distinct from the rugged aesthetic dominating the jerky aisle.