Tagline: Spice. Heat. Flavor. Dusted to Perfection.

 

At Imaginarium, we believe in the power of reimagination—taking something traditional and reshaping it into something bold, fresh, and future-forward. Our first entry in the Rebrand Lab series is exactly that.

Introducing Dusty Meat: a premium rebrand of the beloved Kilishi. Built on the legacy of spice, culture, and flavor—but elevated for the modern-day experience.

The Concept: Redefining Tradition

Kilishi has long been a staple of local street food culture—dried, spiced meat enjoyed by many across generations. But what if we took this cultural icon and reimagined it as a high-end, customizable snack for modern palates?

Dusty Meat is our answer. Inspired by the signature powdered spice coat that defines Kilishi, this brand delivers more than just meat. It delivers an experience—premium, bold, and versatile.

Product Positioning: Experience Over Snack

Dusty Meat is positioned as a luxury snacking experience for flavor chasers, spice lovers, and curious foodies. It combines traditional essence with modern flair—perfect for those who crave both nostalgia and novelty.

Key Differentiators:

• Premium packaging for a sleek, shelf-worthy appeal.
• Customizable flavor and spice levels, letting customers create their own blend.
• A mess-free snacking experience, thanks to included hand gloves and dipping packs.

Packaging: From Street to Statement

Forget plastic wraps. Dusty Meat comes in a sleek, minimalist box that feels more like an unboxing ritual than just grabbing a snack.

Inside the Box:

• A vacuum-sealed strip of Kilishi for peak freshness.
• A pair of disposable gloves for clean snacking.
• Extra spice “dust” packets for flavor enhancement.
• Dipping sauce pods for added indulgence.

Inspired by high-end jerky brands and artisan snack boxes, this packaging elevates the perception of Kilishi while keeping its essence intact.

Flavor Dustings & Sauce Variants

Each Dusty Meat box features a signature spice base, with additional dust and sauce options for extra kick.

Signature Dust Options:

• Classic Fiery Pep – Bold heat, traditional flavor.
• Ginger Blaze – Aromatic and spicy with a warm finish.
• Garlic Burst – Deep, umami-rich savoriness.
• Onion Infusion – Savory and slightly sweet.
• Smoky Suya – A rich, nutty, grilled taste.

Dipping Sauces:

• Hot Chili Honey – A sweet-meets-heat drizzle.
• Garlic Aioli Dip – Smooth, garlicky indulgence.
• Zesty Pepper Sauce – Bold and tangy.
• Roasted Peanut Butter Sauce – For a creamy, nutty twist.

Why Dusty Meat?

It’s more than a snack—it’s an experience. Here’s what sets it apart:

• Elevated Experience: From packaging to palate, every detail has been considered.
• Clean Enjoyment: Gloves included to keep your hands clean.
• Flavor Customization: Choose your own adventure—mild, wild, or somewhere in between.

Marketing Hook: #GetDustyChallenge

To spark social engagement, we’d introduce the #GetDustyChallenge—an online campaign where spice lovers and foodies try various Dusty Meat combos and share their flavor reactions.

From sweat-inducing spice trials to curated pairings, this challenge adds virality to the brand while anchoring it in community storytelling.

Final Thoughts: From the Lab to Life?

Dusty Meat is a perfect example of how powerful branding can elevate a product from street staple to lifestyle product. Whether this ever makes it to market or remains part of our April-inspired creative lab… we’ll let you keep guessing.

Because in the Rebrand Lab, anything is possible.