Country Archer had little to no brand recognition, despite being well-distributed in several retailers across the country, including Starbucks. Consumers recognized the flood of black and white on pack, along with bold flavor colors, but rarely recognized the brand. We knew our main goal was to create stronger brand recognition. 

After spending extensive time getting to know Country Archer inside and out, we found that their personality was better represented by the Archer, while 'Country' was of less prominence. We knew that we needed to lean into the notion of the archer, a more memorable and unique aspect of the brand, with room to evolve and grow off pack.