Bönland
Brand Strategy / Packaging Design
Role / Brand strategy, illustrations
Client / Bönland
Industry / FMGC
Deliveries / Packaging design & strategy
Client brief
Bönland, a Swedish canned bean producer, sought KEA's help to develop a strategy and visual identity for the Danish market. Leveraging Sweden's bean culinary tradition and Bönland's carefully cooked beans for a unique texture, we saw a market opportunity here in Denmark.
Mark Pollard’s four point approach
Human problem
Canned beans are not perceived as a delicious ingredient.
Insight
We don't question why all canned beans look alike and taste the same.
Advantage
Bönland carefully cooks their beans to preserve texture and flavor - unlike competitors.
Strategy - a new way of seeing the business based on all of that
Bönland can emphasize quality with a unique visual identity and convey the texture and flavor through verbal identity.
Creative output
Beans may not typically evoke excitement, but who says they can't? We aimed to revolutionize the way Danish consumers perceive beans by appealing to quality-seeking cooking enthusiasts who crave unique flavors and don’t mind standing out from the crowd. This group is also health-conscious, sustainable and seeks convenient meal options.
Before:
After:
