CASE STUDY
Beans for Beings
the ask
Beans for Beings was started by a plant-based eater with a passion for, well, beans, who spotted a hole in the dips and spreads market. Now, they’re out to start a revolution and educate the world about the diversity and magic of beans. With that, they needed a targeted creative strategy to reach the audiences they hope to impact, and a package that captures attention and helps them stand out among their hummus competitors.
They approached us with a logo they loved, but were open to more playfulness to really drive home the fun of Beans for Beings.
From the get-go, we had a feeling this product would make waves — it’s unique in approach, crafted by a female chef, and made with clean ingredients.
We wanted to elevate the brand while paying homage to the legwork Beans for Beings had already completed, so we added in a whole lot of color and vibrant illustration on their packaging that screams, TRY THIS. With that, we tacked on important call-outs that capture their mindful, quality-focused audiences, and positions Beans for Beings as a sustainable, mindful brand.
We leaned into the audiences we know are present in the hummus aisle (think conscious consumers, vegans and vegetarians, and busy parents) to enhance Beans for Beings' vision and drive home their mission.
Our Approach
the results
We landed on fresh packaging that embodies the excitement that comes with discovering beans, and Beans for Beings as a whole. There’s a clear showcase of who the founder is and why this brand matters to her, which adds a concrete connection for new buyers and builds loyalty throughout the whole community.
Their packaging, coupled with their strategy, invites a wide group of people present in the grocery store to discover the brand, without isolating anyone or casting too wide a net.
There’s plenty of room for growth, and the Bean Revolution is geared to take off both on and offline.
