Introducing the New Archer: Bold Brand Evolution to Fuel Our Growth
We're thrilled to announce the next chapter in our company's journey with the launch of our bold new brand identity! We've simplified our name from Country Archer Provisions to simply Archer, alongside a fresh visual identity and eye-catching packaging designed to make our premium meat snacks stand out on shelves nationwide.
Why the Change?
As the fifth-largest meat snack brand in the U.S. – and one of the fastest-growing – our remarkable 90% year-over-year sales increase has significantly outpaced the category's 5.8% growth. This momentum spans both our jerky and meat sticks segments, with particularly explosive performance in meat sticks where we've seen an incredible 187.4% leap in dollar sales.
With such strong performance and the promising trajectory of the high-protein snack category, this rebrand comes at the perfect moment to differentiate Archer and assert our category leadership.
What's New?
Our refreshed brand identity includes:
- A Streamlined Name: From Country Archer Provisions to simply "Archer" – making us more memorable and recognizable
- Distinctive Visual Identity: A bold new logotype and graphic system that stands out
- Eye-Catching Color Palette: Vibrant orange, navy blue, and cream that breaks from the sea of black and red typically seen in our category
- Enhanced Packaging: Clean lines, vibrant colors, and clear flavor names to help you quickly find your favorites
This new look wasn't created on a whim – it was informed by two years of rigorous category research and in-depth consumer insights, resulting in a refined brand positioning that aligns perfectly with what today's consumers are seeking.
"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. 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."
— Eugene Kang, Founder and CEO
Our Journey Continues
From our humble beginnings as a small roadside jerky stand in 1977 to our acquisition by Eugene and Susan Kang in 2011, Archer has grown to become a major player in the meat snack industry. Today, we offer more than 30 products with distribution in over 30,000 retailers nationwide.
What's Coming Next?
- Digital Transformation: Our website and social media channels are being revamped to reflect our new look while highlighting our commitment to all-natural, grass-fed proteins, premium ingredients, and culinary-inspired flavors.
- National Campaign: We'll be launching our first-ever national awareness campaign in Q3 2025, bringing our new brand identity to audiences across multiple channels.
- Expo West: Get a first look at our new branding at the Natural Products Expo West Show (Booth #4913 in Hall E) from March 5-7. Stop by to preview our new packaging and sample our popular Grass-Fed Beef Mini Sticks and various jerky flavors!
The new packaging will begin appearing on retailer shelves in July 2025 and will be available nationwide by September 2025.
We're excited about this new chapter and can't wait for you to experience the bold new Archer. Our commitment to creating the highest quality meat snacks from real, simple ingredients remains unchanged – we're just wrapping it in a more vibrant package!
Stay tuned for more updates as we continue our mission to transform the meat snack category with premium products that never compromise on taste or quality.
