Lean and succulent, this tender and buttery meat puts all other to shame. I had to translate this modest and irreverent character in the TJJ marketing: be different, be bold, be edgy. After the logo was created we jumped on the packaging design. We all agreed that we wanted authenticity, irreverent and clean. From the start, we knew we wanted to add butcher elements to our design. The crafted part was essential. To differentiate us from the competition, we wanted simple but refined design, something that would make a bold statement. One week later, we were dealing with hundreds of orders from all over California.