The objective behind this project was to create a fictional food company for the class, Visual Communication: Graphic Design, complete with logo, graphic standard, and packaging design. I created the American Jerk to help sell American Jerk beef jerky. The logo needed to assist viewers with the recognition of the product and it had to be included in the advertising strategies of the company. The cowboy was chosen for his American connotations, but the moustache, bandana, and shadow all denote that he is perhaps more of a villainous individual. Like a Jerk.
Below, you can see the full graphic standard, followed by the final package design. I also recommend looking through the process book created for this project for a behind-the-scenes look at the development of the American Jerk brand.