Creative Development | Video
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.
The Better with Beans brands represents the fun, accessible, and versatile nature of beans. It portrays a hand-made feeling while being warm and welcoming.
Better with Beans focuses on the international versatility of beans as an ingredient, empowering families to explore the world from the comfort of their own kitchen. We developed a recipe book containing a collection of recipes from around the world. The recipe book was styled like an adventurer's journal, highlighting the places travelled.
We developed a series of passport stamps to help identify the country of origin for specific recipes.