Brand Identity & Logo Design · Food & beverage

California Jerky Factory Brand Identity

Brand identity and guidelines for California Jerky Factory: a flame badge logo with a bull horns mark, a Jerky Flame Orange and Charred Black palette, Merriweather and Genova typography, and a full guideline document with merchandise.

Commissioned client work · Designed by Gul E Lala Khan for California Jerky Factory in California, US

See what brand identity and logo design includes
Case study title slide: the California Jerky Factory flame badge over strips of beef jerkyCalifornia Jerky Factory with the bull horns mark: bold identity crafted around fire, flavor and the spirit of real beef jerkyBrief slide: an identity that felt rugged, authentic and unmistakably handcrafted, with the chalk sketch of the flame badgeThe flame badge logo in orange on black and in black on creamColor palette: Jerky Flame Orange, Charred Black, Vintage Cream, Dark Hickory Brown and Smoked Gray with their usesTypography: Merriweather as the primary typeface and Genova as the secondary, balancing classic character with a clean supporting voiceFull brand guidelines overview: table of contents, logo overview and process, clear space, limitations, backgrounds, palette, typography and brand mockupsLaptop mockup showing the brand mockup page of the guidelinesFour lifestyle photographs of the Crispy Beef Jerky pouches held and eaten outdoorsBrand identity and guidelines, bold by nature, built to be remembered: thank you slide with a tablet showing the guidelines cover

about this project

A bold identity crafted around fire, flavor, and the spirit of real beef jerky. California Jerky Factory needed an identity that felt rugged, authentic, and unmistakably handcrafted.

The visual direction combines flame-inspired forms, bold typography, and Western character to create an identity with strong shelf presence and personality.

The palette is led by Jerky Flame Orange, a bold, energetic orange that reflects fire, warmth, and flavor intensity, and Charred Black for background and text, which adds bold contrast for packaging and signage. Vintage Cream and Dark Hickory Brown work for natural, organic packaging, and Smoked Gray adds a muted, modern industrial touch.

The typography system balances classic character with a clean supporting voice: Merriweather for the main brand communication, bringing a strong, established editorial character, and Genova as a complementary typeface for hierarchy and supporting information.

The guidelines cover the logo overview and process, clear space, limitations and backgrounds, the color palette, typography, and brand mockups on T-shirts, caps, mugs, and tote bags. Bold by nature. Built to be remembered.