Introduced in 1922, Branston is an iconic English brand known for pickled chutney and Branston Pickle. The company launched Baked Beans in 2005 and quickly became a household name.
The company approached The Brand Nursery, a Leeds-based branding agency, to create packaging redesigns that would be contemporary and would set them apart from their competitors.
“Princes Food Group came to us looking to re-design the visual identity of their licensed Branston brand. They were seeking to refresh and contemporise the current design to create stronger taste credentials and to reflect the proven taste preference that their beans enjoy over the competition (in a recent benchmarking test, consumers preferred the taste of Branston beans against the ‘other’ major competitor in this category).”
Baked Beans have a wide target audience because of their universal appeal. The creative agency realized that the iconic brand needed a reason to be picked from a sea of competitors. The Brand Nursery used a dark color palette to highlight the product’s premium quality. The illustration of ‘dribbly beans’ that appears at the top of the packaging takes the design to the next level.
“Our solution was what we nicknamed ‘dribbly beans’. The bold new design uses a dark palette to highlight the premiumness of the products and every Branston product contrasts brilliantly against the background. Working with a brilliant team at Lux Studios in London we laser cut templates and shot every Branston product in the same position so that the ‘dribble’ was consistent over the 20+ skus.”