Where taking the trail less traveled is in our nature. Where you can make your mark, without leaving a trace. Where old school meets new adventures. No matter where your extra mile takes you, Old Gambler is there to fuel you for what’s next…so you can go all in.
Old Gambler beef jerky came to Third Rail Creative with a small, but thriving, business that was ready to grow and evolve. The goal? To position themselves within a competitive artisanal snack market, but true to the “no frills” nature of the brand.
We worked with the Old Gambler himself to identity the brand’s core values; a rugged, adventurous spirit that believe less is more and remembers the good ole’ days. Plus, unlike most gas-station jerky brands, Old Gambler didn’t boast bizarre flavors or loads of sugar, just straight-forward jerky like our ancestors made. We distilled those values into brand positioning that celebrated the extra mile, the salt of the earth and a no-frills mentality.
From there, we updated the identity system and created a "Trade Guide” (inspired by trail maps and general store catalogues) of brand guidelines, products, and best practices. We leveraged these elements to update the existing packaging, website, and social media strategy. We designed new stationery, swag, apparel and even did a branded photoshoot/company camping trip.
Equipped with shiny new brand positioning, packaging, website, apparel, social media content—and an adventurous spirit—Old Gambler significantly scaled up their production. What better way to celebrate than with a party! We teamed up with Nickel City, one of the first bars to start selling OG, and Stolen Spirits to host “Jerky City” featuring a special whiskey menu, free swag and jerky samples at the cash-only pop-up bar inside Nickel City. All the proceed were donated to Candlelight Ranch.
Old Gambler has evolved from just selling at farmers markets to being sold on shelves all over Central Texas; Austin Beerworks, Nickel City, Buzzmill Coffee, Southern Heights Brewing, Summer Moon Coffee, The Loop, Falcon Head, Onion Creek Gold Course, and more.