People’s Choice has made jerky since 1929.

People’s Choice is a lesson in heritage as the product. Founded in 1929 in Los Angeles by Italian immigrant John Bianchetti (as Peoples Sausage Company), it is one of the oldest continuously family-run jerky makers in the US — still family-owned, now into a fourth generation (led by Brian Bianchetti). It runs a real production shop in downtown LA.

Its identity is old-school and artisanal: whole-muscle, hand-sliced “mega slabs” (never chopped-and-formed, no fillers), across lines from Classic and Old Fashioned (a 1920s family recipe) to a Los Angeles-inflected Carne Seca and a gourmet Tasting Kitchen. The design blends heritage cues with a modern, product-forward e-commerce look and a “Made in LA” emblem.

(Honest notes: the family name is Bianchetti, in Los Angeles; “since 1929” refers to the family meat business, which began as a sausage shop, with jerky-forward branding coming later; and “People’s Choice” is a generic phrase, so the brand’s claim is narrow to jerky. No official brand hex is published.)

People’s Choice lives in heritage red and gold. Click a swatch to copy the hex.

People’s Choice’s identity is heritage, warm and hand-made — a People’s red, a vintage gold, a deep brown, a cream, and an ink. The palette leans old-school Americana: a classic red, warm gold and rich browns, signalling tradition and craft. It says nearly a century of family jerky-making, not a modern start-up. The honest caveat: with no published brand hex, these tones are an original, unofficial interpretation, not first-party values.

The lesson is warm heritage colour signals craft and longevity. People’s Choice’s world is a family shop that has run since 1929. For designers, it is a reminder that heritage tones (red, gold, brown) plus a “made here since” cue can communicate authenticity and tradition instantly — a valuable contrast to clean, modern challengers. The takeaways: use warm heritage colour to signal longevity; anchor a real origin (LA, 1929); and treat any single hex as unofficial — using a deep brown for small text so the red and gold stay warm.

The wordmark spirit is a vintage display — heritage and hand-made.

People’s Choice’s identity carries a heritage, hand-made, old-school spirit — a “People’s Choice” wordmark and a “Made in LA” cue on product-forward packaging. A vintage display type captures the mood: it is warm and characterful, the register of a family shop that has hand-sliced jerky since 1929. Set against heritage red and gold, the vintage type feels traditional and authentic — exactly the family-craft personality People’s Choice carries. It is heritage rather than modern, mirroring a nearly century-old maker. (People’s Choice’s real wordmark, the “Made in LA” emblem and packaging are trademarks and trade dress we describe but do not reproduce, and the exact typeface is not published, so we don’t assert it.) Because the specific mark is not ours to use, the honest description is “a vintage display spirit,” not the People’s Choice logo. The type behaves like the brand: warm, heritage and hand-made.

People’s Choice stands for heritage.

People’s Choice is a lesson in longevity as a differentiator. In a category crowded with new clean-label and celebrity brands, a fourth-generation family maker since 1929 offers something none of them can manufacture: genuine heritage, hand-sliced craft, and an LA origin story. The design leans into that — heritage colour, a “Made in LA” cue, product-forward slabs. The differentiator is authenticity earned over a century.

For designers and brand-builders, People’s Choice offers a clear takeaway: real heritage is a design asset modern brands can’t fake. The lessons: foreground a genuine origin (family, city, year) as the story; use heritage colour and craft cues to make longevity visible; and pair it with modern e-commerce clarity. It is also a reminder to stay accurate: the family is the Bianchettis in Los Angeles, and “since 1929” traces to their family meat business — with the palette here an unofficial interpretation. People’s Choice kept it in the family — proof that heritage can be the difference.

Keep People’s Choice’s identity on hand — save it to a board in the Made Good inspiration library.