The New Primal is a successful meat snacks brand that was looking to expand their product portfolio into culinary sauces, marinades and dressings, all rooted in the foundations of the Whole30 diet. We found the category was lacking the BOLD energy that the New Primal products, brand, and team exude. We leveraged this energy to land on a name for the new brand – Noble Made. In turn, we carried this over into a brand identity anchored around the stoic but impactful facade of the noble owl.
Since the launch in summer of 2018, Noble Made holds the title for the #1 & #2 best selling BBQ & Wing sauce in Whole Foods nationally. Additionally, the product portfolio has expanded to include Wing Sauces, Dressings, Coconut Aminos, Ketchups and Dry Rubs.