TOM’S SOUTHERN RESERVE PORK RINDS

BRAND STRATEGY • PACKAGING

Tom’s Pork Rinds has been a main stay in convenience stores and vending machines across the country. In order to change the perception of Tom’s Pork Rinds as an unhealthy roadtrip snack to a refined Keto option, the sub-brand “Southern Reserve” was created. Tom’s Southern Reserve Pork rinds maintain the no fuss roots of the Tom’s brand, while also expanding into a new category of health conscious consumers. The designs needed to compete with the more upscale offerings of Pork Rinds and Chicharrones, while still being relaxed and and upbeat. Inspired by their Georgia origins, concepts take visual cues from roadside diners and BBQ joints.

TOM’S SOUTHERN RESERVE PORK RINDS

BRAND STRATEGY • Art Direction • PACKAGING

Tom’s pork rinds are a convenience store and truck stop staple.. Tom’s aimed to capitalize on the keto diet trend by positioning its pork rinds into the health space. To elevate the offering and directly compete with more sophisticated grocery and big-box-store brands, the Southern Reserve sub-brand was created.

These brand concepts were influenced by BBQ and restaurant culture; others were tied to the brand’s Southern roots. Mood and concept boards, as well as pack-cepts, were presented to showcase different design aesthetics and how they could flex across potential flavors. Though this product is a small part of Tom’s lineup of snacks, design elements from this exploration helped inform a new look and feel for the brand as a whole.