America’s most iconic and beloved bean brand gave us a big task: Help get Bush’s back to the bean and show the world how amazing and potentially world-changing our humble li’l legumes really are. So we found inspiration in a famous but dusty catchphrase from decades ago — “Roll that beautiful bean footage!”— and transformed Bush’s from the baked bean brand into That Beautiful Bean Co.
The 360° rebrand put the bean and the brand on its proper pedestal. Sometimes literally. A full refresh of design, photography, social, TV and digital video was focused on spreading the inherent joy of beans far and wide.
That Beautiful Bean Co. - Bean Believers (:15)
That Beautiful Bean Co. - The Humble Bean (:15)
That Beautiful Bean Co. - That Beautiful Bean (:15)
That Beautiful Bean Co. - Satchels of Joy (:15)
A full redesign of the brand’s website brought those beautiful beans fully online and gave our biggest bean ideas the tasty interactive home they deserve.
We carried That Beautiful Bean Co. vibe through illustration, swag, internal communications and even an American Cornhole League partnership. And we’re just getting started.