To date, mass-produced jerky brands referencing strong American traditions of cowboys and cattle have dominated the category, and even new challenger entrants have aligned with clichés of masculinity. B&B studio’s concept for U.K. brand THE CURATORS focuses instead on inspired flavor combinations and the artistry of the product, with a design that feels more modern, tastier, healthier and gender neutral.
Stepping away from the tough, chewy products that are synonymous with the category, THE CURATORS has devised a method that retains a more tender meat texture and adds depth of flavor, delivering a new dimension to the jerky sector. This is reflected in the brand language with a challenging color palette and playful slogans.