Proper Baked Beans

Design agency Interabang has re-invented the well known convenience food, baked beans. Usually a bland association is made with baked beans, and the first thing that comes to mind is the aluminum can the beans normally come in. Interabang has created a design that elevates the well known food, housing the homestyle beans in a clear container and designing a label that is unique and creating a special and new design for this sector. 

Proper’s mission is to reinstate baked beans as the premium meal it once was – it was first sold at Fortnum and Mason in 1886 and marketed as a high-tech American import: one of the the first canned products.
We were tasked with creating a brand and packaging that would disrupt the sector and playfully subvert baked beans’ heritage. It was also key that the identity supports the Proper Beans range but can flex beyond it.

 
It was clear that Ben’s product was truly unique (fresh, tasty baked beans from the chiller cabinet) and we wanted his brand to reflect this. Ben’s story and passion for the product was inspirational, and this provided the genesis for the proudly front and centre Proper crest - whilst visually providing a quirky, very British take on the language of premium FMCG.
Proper is launching in Fortnum & Mason - where the British baked beans story began - as a range of four flavours, with the full range of six (as well as limited edition varieties) to be released later this year.
The project scope includes packaging, online (designed by James Hayter and developed by Mike Polom), stationery, photography & art direction, uniform and POS.
 

Designed by Interabang

Client: Proper Beans

Country: United Kingdom

City: London

Designer: Sam Carroll

Creative Director: Adam Giles & Ian McLean

Website Developer: Mike Polom

Website Designer: James Hayter