APEX MEAT CO.

APEX (ˈāpeks) simply means, the top or highest part of something, especially one forming a point. Synonyms include: peak, tip, pinnacle, summit and top. The name apex allowed for an iconic and bold brand by leveraging the letterform 'A' to create a peak or summit, harkening back to the meaning of apex. Apex Meat Company wanted to be superior and set the highest standards (king of the mountain in the industry) when it comes to beef jerky and other meat snacks. The matte black packaging gave a modern masculine aesthetic, while the subdued flavor colors kept with the natural/outdoors/wilderness vibe the brand desired. Apex Meat Company wanted to give the consumer fuel for climbing and overcoming whatever mountains were on their journey and the packaging needed to visually communicate this brand position.