Beans have had a bad rap forever, inspiring consumers to make joke after fart joke and often to forget the benefits of eating the healthy legumes. JBM Baked Beans packaging works to recover the reputation of the food with a bold visual identity and a symbol that suggests that it won't be served with cut cheese.
Tyson Butler's branding strategy takes elements from the mainstream method of organic merchandizing through his use of earthy colors and textures and clean, legible typefaces. A great deal of text on the front of the bags tells the buyer all about the merits of a meal of 'Just Bean Made' beans. This letter-loaded aesthetic to JBM Baked Beans packaging also makes it compelling in a contemporary way, without all of the chaos of graphics.