Working with Ontario Bean Growers to develop the “Better with Beans” Consumer Brand Identity was an exciting project. It is challenging for a commodity board to change the way consumers think about dietary staples—like edible beans. Our first task was to work with the OBG Executive to build on their in-depth market survey work and leverage that knowledge into refining a consumer target profile and defining a defensible, actionable brand position.

Once we had a clear consumer target and brand position that resonated, we developed a consumer brand guide from the logo up. A key aspect of the go-to-market strategy was the idea of beans as a key ingredient of “foods of the world.” The brand would promote an exploration of dishes from around the world with a common, super charging ingredient—beans! The brand guide defined the visual syntax that provided a global perspective, and an initial project solidified the brand language via a tangible expression of the new brand voice.