The team behind The Honest Bean Co. are unashamedly wild about houmous. They are less keen on its reliance on imported chickpeas however. And that’s how the concept of The Honest Bean Co. was born.
What if they could make dips – just as tasty as houmous – but made using locally grown fava beans and cold-pressed rapeseed oil from God’s Own County? Time to set to work.
Husband and wife team Adam and Jennie already had two successful food brands – Yorkshire Rapeseed Oil and Charlie & Ivy’s. They came to us looking for some bright, energetic thinking to help distinguish and differentiate their new delicious bean dip range.
With a dip market already full of great choices, they needed some strong, fresh branding to shout about the quality of their product.
We spent time on the farm with Jennie and Adam to allow us to get a good understanding of how their brand worked and what their aspirations were.
From here, we began to craft a tonal and visual identity for the new product range, beginning with a brand name The Honest Bean Co. and the strap line ‘We’re full of British Beans’.
Visually we wanted to put the fava bean front and centre, so we positioned it within the brand mark, standing out in bold relief against a colourful background. We then used the plants shapes across the packaging in a rich, earthly colour palette.
We chose a playful, simple typography that says ‘modern’ and ‘fresh’ and added heart icon to echo to the health benefits of the beans.
Once the tone of voice work had also been completed, we had a strong brand identity to roll out across packaging, digital, press and point of sale.