Barbell Foods make high energy, high quality food for active, adventurous people.

Swell were tasked with elevating their flagship air dried steak range with a more retail-ready presence across a range of flavours and sizes, including point of sale shelf packaging. With tongue-in-cheek messaging, bold typography and casual illustrations, the packaging flexes it’s muscles in-store while remaining true to the handmade, organic products.

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Uniting the range, a set of continuous hand-drawn line illustrations reflect the makers' hands-on focus on every step of the process - from sourcing produce from regenerative farms, preparing the product in their Canberra kitchen, to delivering the product to customers across Australia and local markets.