BrandOpus repositions Kings for everyday snacking with a bold new identity
October 2026
Continuing its longstanding partnership with Kepak, BrandOpus has helped Kings broaden its appeal beyond the traditional biltong and jerky audience and help it win across the wider snacking market.
BrandOpus has unveiled a new identity for Kings, one of the UK’s leading biltong and jerky brands, owned by Kepak. Continuing its longstanding partnership with Kepak, BrandOpus undertook a strategic repositioning of Kings to broaden its appeal beyond the traditional biltong and jerky audience and help it win across the wider snacking market.
Previously positioned in a more functional protein space, Kings needed to give a broader, more diverse audience a reason to choose meat snacks. Built around “irresistibly good grazing”, the new identity challenges traditional category codes to make meat snacks an exciting, accessible part of everyday snacking. Designed for an AI-mediated world, the identity puts clear, consistent brand recognition at the heart of Kings’ next chapter.
“‘Irresistibly good grazing’ is about giving people the best of both worlds: something they genuinely enjoy and feel great about choosing. We lead with appetite - big flavour, brilliant texture and seriously moreish satisfaction - with proper nutritional credentials behind it,” says John Ramskill, Executive Creative Director at BrandOpus.
At the centre of the identity is a bold new Kings logotype. Together with oversized typography, these elements are designed as distinctive brand assets to help people recognise and remember Kings. Created in collaboration with lettering artist Rob Clarke, the logotype’s solid letterforms evoke the satisfying, high protein fullness of Kings, while an intentional bite mark suggests a product too irresistible to resist.
Oversized typography turns each product’s tasting notes into expressive patterns across the packaging. Descriptions such as “Sweet & Smokey” and “Rich & Tender” bring a sensory dimension to the packs, communicating the experience before the product is tasted.
New photography captures products and ingredients in suspension, celebrating their texture and quality with a heightened sense of energy and appetite appeal.
Vibrant colour combinations create strong distinction across the core range, while deeper, richer tones and gold accents create a more elevated expression for premium cuts. A consistent tab device brings product names, flavours, tasting notes and nutritional claims together, helping shoppers navigate the portfolio. Protein credentials remain prominent, providing substance behind the satisfaction.
The new Kings packaging is now available in stores.