Brand Tone

Confident & Straight-Forward, Witty & Irreverent, Aspirational & Adventurous

Brand Values

• •Quality & Craftsmanship
• •Transparency & Real Ingredients
• •Health & Wellness
• •Sustainability
• •Innovation

Best Practices

• •Lead with Confidence: Use assertive, declarative sentences. Avoid weak or hesitant language. State the quality of the product as a fact. (e.g., "We make deliciously satisfying meat snacks," not "We hope you enjoy our meat snacks.")
• •Speak to the "Doer": Frame the product as fuel for an active, ambitious life. Use action-oriented verbs and speak to the consumer's (and by extension, the retailer's) goals. The product isn't just a snack; it's a provision for their lifestyle.
• •Emphasize "Real" and "Clean": Consistently use keywords like "real ingredients," "100% grass-fed beef," "clean," "no nitrates/nitrites," and "no junk." This reinforces the core value proposition and builds trust.
• •Maintain a Hint of Wit: While the wholesale audience requires a more professional tone than consumer-facing social media, a touch of the brand's clever personality can be effective. Use smart, concise, and slightly edgy copy where appropriate to stand out.
• •Align with the New "Archer" Identity: Ensure all new copy uses the simplified "Archer" name and reflects the bold, modern, and clean aesthetic of the rebrand. Phase out "Country Archer Provisions" in all marketing and sales materials to build a consistent and unified brand presence.

Social Perception

Premium, High-Quality Brand; Trustworthy & Healthy Choice; Modern & Innovative Snacking Option

Copy Examples

• •Stock Shelves with the Fastest-Growing Meat Snack Brand.
• •Meet Archer. Formerly Country Archer, now with a streamlined name and the same unwavering commitment to real ingredients. Our snacks—crafted from 100% grass-fed beef and clean, simple seasonings—are what modern customers demand. With 90% YoY sales growth, Archer isn't just a snack; it's a proven seller. Drive your category growth with a brand that consumers trust for taste and quality.
• •The meat snack category is evolving, and Archer is leading the charge. Our recent rebrand is designed for maximum shelf impact and consumer recognition. Partner with us to offer premium, high-protein snacks that cater directly to the health-conscious consumer trend. #Archer #B2B #Retail #CPG #MeatSnacks
• •Real Ingredients. Real Sales. Real Simple. Offer your customers Archer's top-rated jerky and meat sticks, made with 100% grass-fed beef and no artificial junk. The clean label they're looking for, the velocity you need.
• •Don't Just Stock Snacks. Stock a Category Leader. Sub-headline: With proven sales velocity and a new look designed for maximum consumer appeal, Archer is the smart choice for your shelves. Our snacks deliver the premium quality and clean ingredients today's shoppers actively seek.