TURKEY BACON. BUT MAKE IT HOT.

A fresh take on the packaging for a category that needed one.

NET WT 8 OZKEEP COLD
HOT
BIRD.
Crispy turkey bacon strips on the HOTBIRD package front
TURKEY BACON
SMOKED · CRACKLING · HOT
THE HONEST PANEL
TURKEYYES
SMOKEYES
CRUNCHLOUD
REGRETNO
KEEP REFRIGERATED. COOK IT CRISPY. SHARE IF YOU WANT. WE WON'T TELL.
HOTBIRD · TURKEY BACON · 8 OZ
HOTBIRD · TURKEY BACON · 8 OZ

WHY DOES TURKEY BACON
ALL LOOK THE SAME?

We wanted to change that.

01 / REALITY CHECK

THE CATEGORY

Turkey BaconNATURAL
Oven Ready96% FAT FREE
Smoked ChoiceFAMILY PACK
Turkey BaconVALUE SIZE
Farm SelectNO MSG
Turkey BaconTHICK CUT

Beige. Beige. Tiny logo. Beige. A leaf, for some reason. Beige.

SO WE WENT
THE OTHER WAY.

02 / THE MAIN CHARACTER

MEET THE PACKAGE.

Drag it. Spin it. Get close. It doesn't mind.

NET WT 8 OZKEEP COLD
HOT
BIRD.
TURKEY BACON
SMOKED · CRACKLING · HOT
THE HONEST PANEL
TURKEYYES
SMOKEYES
CRUNCHLOUD
REGRETNO
KEEP REFRIGERATED. COOK IT CRISPY. SHARE IF YOU WANT.
HOTBIRD · TURKEY BACON · 8 OZ
HOTBIRD · TURKEY BACON · 8 OZ
Or just drag. That's more fun.
03 / FOOD PORN

LOOK AT THAT.

Now imagine seeing it from six feet away in a grocery aisle.

bacon sandwich
bacon flatlay
bacon pan
bacon bagel
bacon macro

Yeah. That's turkey bacon. Yeah, we went there.

04 / THE SPREAD

PACKAGING
BREAKDOWN

HOT
BIRD.

THE TYPE

Big enough to read from across the aisle. Loud enough to read from the next aisle over.

Anton, all caps, zero apologies.

THE COLOR

Flame red on warm paper. Not beige. Not sage. Not "calm harvest" whatever that means.

#FF3B1F — built for shelf impact.
Extreme close-up of crispy bacon texture

THE PHOTO

Macro. Crunchy. Golden at the edges. Photography that makes you hungry in under a second.

Shot closer than is polite.
Detail of stacked crispy bacon slices

THE DETAILS

Stamps, strips, tiny honest copy on the back. The stuff you only notice on the second look. Good packaging rewards that.

Look twice. That's the whole trick.
HOTBIRD.

THE ATTITUDE

A brand that acts like it's the best thing in the case. Because on that shelf, it is.

Confidence is a design element.
HOT
BIRD.
HOT
BIRD.
HOT
BIRD.
HOT
BIRD.
THE MEAT CASE, 7:42 AM. YOU, STILL HALF ASLEEP.

WOULD YOU NOTICE IT?

That's the point.

05 / THE TURKEY SLIDE SHOW

EVERY ANGLE. NO BAD ONES.

HOT
BIRD.TURKEY BACONHOTBIRD package front
THE HONEST PANEL
TURKEYYES
SMOKEYES
CRUNCHLOUD
REGRETNO
HOTBIRD · TURKEY BACON · 8 OZ · SMOKED · CRACKLING · HOT
Macro detail of crispy turkey bacon
HOTBIRD mockup scene with bacon strips
Drag. Or use the tabs. Both feel good.

SAY HI.

Retailers, brand people, bacon believers. The inbox is open and the pack is ready when you are.