People & Purpose
No bland to this brand! Introducing Full Tilt Foods: Not your run-of-the-mill meats and market provisions, brought to you by chef Chris Shepherd. Known for his world-class restaurants and philanthropic efforts in the F+B industry, Chris’s talent and creativity around all things food have earned him long-standing popularity and national acclaim from the streets of Houston to the gastronomers of James Beard. Chris is particularly gifted with meat—and saw an opportunity to give Jimmy Dean a run for his money by bringing his specialty sausage (to start with) to grocery store shelves. The brief? “Let’s make meat sexy as %*#@.” The solve? An audacious new name, identity, and retail packaging system that reflects the impassioned, irreverent, no-holds-barred nature of its maker.
Services
- Naming & Verbal Identity
- Visual Identity
- Writing
- Packaging System
- Brand Guidelines
Partners
- Kudos NYC
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To operate at full tilt is to move with maximum force and energy—Chris’s approach to food (and to life). He brings his full self to every pursuit, charging every opportunity with intensity and enthusiasm.
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We pegged his new product’s personality as “aggressively fun-loving” and went to work building a system and story that sets Full Tilt Foods up for success—pitching to retail partners, dreaming up future flavors and product lines, or simply bringing a smile to the aisle.
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Boucherie, the name of this typeface, is inspired by old butcher-shop signage, with rounded corners and edges that give the logo a friendly, sausage-y feel. We customized the type to create a built-in, self-referential tilt that evokes the brand’s off-kilter, eclectic personality and crescendoing energy.
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Meet Rambunctious, the wild ram and spirit animal of Full Tilt. Known for its determination and dexterity (especially charging up mountainous terrain), the wild ram boast distinctive spiral horns, a resilient spirit, and a confident stride regardless of the path ahead. The ascent of Rambunctious’s path echoes the angle of the wordmark.
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