Corey Rosenberg

I’m an advertising creative director who specializes in copywriting. Welcome to my site. I hope you enjoy what I’ve designed for you.

Field Trip Jerky — case study

For a new CPG brand introducing a different kind of jerky, transformed it from a snack into a cast of characters.

The Challenge

Field Trip set out to disrupt the beef jerky category—long dominated by traditional, gas-station brands like Slim Jim—with a more artisanal, ingredient-forward product. But standing out on shelf required more than better ingredients.

Core challenge: How do you transform a commodity snack into a distinct, memorable brand—one that stands out visually and emotionally in a crowded, low-engagement category?

Overview

Client: Field Trip Role: Creative Director (Branding, Packaging & Copy) Project: Brand identity and packaging system Platform: Retail packaging

Field Trip brand badge: the “FIELD TRIP” wordmark under a mountain-range crest over the tagline “GET OUT THERE,” reversed white on the brand red.

Insight

Flavor isn’t just a feature—it’s a personality.

If each product could express a distinct point of view, it could create a stronger emotional connection—and make the brand more memorable at shelf.

Approach

I built the brand around story-driven flavor identities—turning each product into a character with its own voice and attitude.

  • Brand Voice: Playful, distinctive, and narrative-driven
  • Packaging Strategy: Designed for standout and discovery at shelf
  • Copywriting: Character-led storytelling to personify each flavor
  • Tagline System: A flexible extension of the brand platform across SKUs

The goal: make jerky feel less like a commodity—and more like a brand people connect with.

The Idea

Turn every flavor into a character you can meet.

A packaging system that combines storytelling and a flexible tagline platform—bringing personality, humor, and consistency to every product in the lineup.

The five Field Trip flavors as front-and-back bag pairs stacked top to bottom — Toasted Sesame, Crushed Chilies, Maple BBQ, Teriyaki, and Original — each back panel carrying its character story and a “Get out there” tagline.

Execution

Brand Identity: Defining the Look & Feel

Helped shape the overall brand direction:

  • Established a visual and tonal identity distinct from traditional jerky brands
  • Balanced premium cues with approachability and personality
  • Created a foundation for scalable storytelling across flavors

Flavor Stories: Character-Driven Packaging

Transformed each flavor into a distinct persona, expressed through narrative copy on the back of each bag:

  • Toasted Sesame: A playful genie inspired by “Open Sesame”
  • Crushed Chilies: The “Chili King,” a hometown legend known for his extreme spice tolerance
  • Maple BBQ: A rebellious character blending unexpected flavors and breaking conventions
  • Teriyaki: A world-renowned hibachi chef from Kyoto
  • Original: The OG—first, foundational, and leading the lineup

Each story added depth, humor, and memorability—turning packaging into an experience.

Tagline System: “Get Out There”

Extended the brand platform into a flexible, flavor-specific expression:

  • Toasted Sesame: Get out there. Be silly.
  • Crushed Chilies: Get out there. Be spicy.
  • Maple BBQ: Get out there. Be contradictory.
  • Teriyaki: Get out there. Be bold.
  • Original: Get out there. Be original.

This created a cohesive system that reinforced both brand voice and individual flavor personality.

Why It Worked

  • Transformed a low-engagement category into a story-driven brand experience
  • Created clear differentiation at shelf through voice, tone, and personality
  • Built an ownable, scalable system across SKUs
  • Balanced premium positioning with approachability and humor
  • Made the product more memorable—both visually and verbally

How It Performed

  • Transformed a low-engagement category into a story-driven brand experience
  • Created clear differentiation at shelf through voice, tone, and personality
  • Built an ownable, scalable system across SKUs
  • Balanced premium positioning with approachability and humor
  • Made the product more memorable—both visually and verbally

CONTACT

I’M ALWAYS OPEN TO NEW OPPORTUNITIES

As you can see, I rarely say no to a new opportunity that comes my way. Whether you’re needing a freelance creative director or copywriter, or an expert to come in and train your content or your GTM team, I’d love to hear from you, so please reach out. I’ll get back to you as soon as humanly possible.