Ah, Machin is a Carne Seca company that uses sustainable and 100% organic resources to produce flavorful Mexican snack. From the hot deserts of Juarez, this ancient snack has been a part of native cultures for thousands of years. They came to us for a rebrand with two goals. The first was to convey the uniquely crave-able flavor of Carne Seca to new audiences. The second was to create a warmer and more approachable brand that felt accessible to all and started as a base for items to be sold in stores. We used a playful color palette with a welcoming custom font that is intended to look and feel like the Southwest. Rather than sticking to typical beef jerky branding tropes, we took inspiration from film and art which is reflected in both the identity and packaging work.